New companies should allocate a portion of their profits to social initiatives. Companies that have already factored the social moment into

their plans should significantly increase their investment in this area, using specific metrics such as:

Return on investment = (return − investment) / investment

The social moment is defined as the moment when a company realizes that social initiatives are integral to the success of

its future business.

To generate a return on its investment in social business, the company should focus on directly increasing revenue;

Activities are prioritized at each stage of the buying process, as customers consider purchasing its products.

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The company’s social business strategy is based on the following:

- Assess the number of visitors to its social media channels to identify purchasing journeys.

- Create a separate channel to track key interactions.

- Create and publish content that aligns with customer needs.

- Measure the effectiveness of social media channels over time to determine how much they have improved.

Here are some Categories and metrics for the company to consider including in its social business scorecard :.

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Social marketing metrics

The value of social marketing lies in the ability to communicate and engage with customers regularly, every day, for example:

- Using LinkedIn for social marketing by publishing content on leadership and blogging.

- Hosting a webinar on SlideShare to give customers an overview of its products.

- Using Blab to create and repurpose video clips, in line with an enhanced self-service experience for consumers and their

online search behavior.

Republishing this content on sites such as LinkedIn groups, local Google+ communities, and sharing

it on Twitter and the company website—or on other valuable sites such as Medium—amplifies the return

on the time and investment devoted to the company’s brand messaging and content creation process.

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 Metrics that take historical data into account include:

- Direct content creation costs (creation, hosting, etc.).

- Engagement with product content when consumers go online to complete a purchase (new followers, link clicks

Related to an update or post, mailing lists, newsletter subscribers, file downloads, offers, and time spent on

the web page or other online interactions).

- Cost per click / link (reach, traffic, and conversion rate).

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Social sales metrics

Optimizing sales generated by increased engagement increases revenue per sale; sales growth is one of the

key measures of social business investment.

Key social sales metrics:

-Forecasting and customer engagement (increased engagement).

-Number of calls/interactions needed to reach prospects.

-Sales contribution (opportunities attributed to social selling).

-Deal size (booking value).

-Reliable velocity metrics (opportunity age and expected time to close).

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Employee Engagement Metrics

There’s no doubt that an engaged employee who is enthusiastic about their work gives the organization a positive outlook—and, in turn, helps it achieve its goals. From here,

The company must provide employees with regular training on social initiatives to earn their meaningful commitment, while paying attention

to several metrics related to employees trained in social initiatives, including:

- A significant improvement in employee retention rates.

- The ability to attract qualified employees.

- Lower costs for recruiting new employees.

- The number of times the company’s positive image was shared on social channels.

- The number of referrals a customer has made to invite new potential customers.

- Customer experience (customer satisfaction survey results/final results).

According to Bazaarvoice: “Customers are 105% more likely to make a purchase and spend 11% more per transaction after engaging

with other customers online.”

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نقاط مهمة

- An employee-driven content culture strategy is essential to helping a company attract customers; it leads to an increased

return on investment (ROI) by increasing user-generated content.

-Set goals for social channels, and make the necessary adjustments based on indicators that measure the success or failure of social commerce activities

and content publishing.

-Your company’s social impact, reputation, and ability to grow depend on the integrity and transparency of its intentions.