{"id":4975,"date":"2017-04-03T07:33:34","date_gmt":"2017-04-03T07:33:34","guid":{"rendered":"https:\/\/www.consultwebs.com\/?p=4975"},"modified":"2025-01-05T10:13:06","modified_gmt":"2025-01-05T10:13:06","slug":"social-media-roi","status":"publish","type":"post","link":"https:\/\/www.consultwebs.com\/blog\/social-media-roi\/","title":{"rendered":"Social Media ROI"},"content":{"rendered":"

What is the real difference between a dormant Facebook page and one that is thriving?\u00a0And don\u2019t just ask the question about what the pages look like on the surface, but in regard to the return on your investment.\u00a0In short, does a social media<\/a> strategy with a focus on engagement produce leads? And if so, at what cost?<\/p>\n

These questions can be tricky to answer, so we will examine this from an analytical point of view. The hard part is getting from an immaterial variable, such as user engagement, to a quantifiable, material return, such as the money your law firm earned from a particular marketing effort.<\/p>\n

What Is Social ROI?<\/h2>\n

From a social media marketing perspective, social ROI is the number of people engaged by your law firm\u2019s online marketing efforts in relation to the combination of labor and money invested into said efforts. For example, 500 Facebook users engaged for a $120 investment.<\/em><\/p>\n

So, what is a good ROI when you\u2019re measuring likes, comments, and shares and not cold hard cash?<\/p>\n

We\u2019re going to dive into a law firm social media marketing campaign that we\u2019ll refer to as \u201cXYZ Law Firm.\u201d<\/p>\n

August of last year marked an important turning point in XYZ Law Firm\u2019s social media marketing efforts. Prior to August 2016, XYZ had relied primarily on non-paid posts and the occasional, although minimal, paid effort for their Facebook page. In August, a strategy was implemented that focused more on boosting key website content and dark posts, and backed these efforts up with non-boosted posts.<\/p>\n

A Thrilling Tale of Social Media Marketing<\/h2>\n

We need to look at three variables: change in engagement, change in leads between the two time frames, and total investment for each seven-month period.<\/p>\n

Change in Engagement<\/strong>
\nFor the first few months, the solitary goal was engagement \u2014 to get people talking to and about XYZ Law Firm, as well as about their content.<\/p>\n

Engagement is a key part of a social media marketing effort that will ultimately produce more leads and cases. Here is an overview of the data for XYZ Law Firm:<\/p>\n

January 2016 \u2013 June 2016<\/strong>
\n\"Social<\/a>
\nData gathered via Social Report<\/p>\n

July 2016 \u2013 February 2017<\/strong>
\n\"Social<\/a>
\nData gathered via Social Report<\/p>\n

The most pertinent information to pull from these tables is the vast difference in engaged users, comments, shares, post impressions and page impressions, as well as the total numbers of page likes, which experienced relatively small growth over the entire 14-month period.See below for a visual representation of Variable A:<\/p>\n\"comment\n\"engaged\n\"page\n\"share\n\"page\n\"post\n

Now let\u2019s look at the number of leads collected during the two time frames with a direct Facebook referrer.<\/p>\n