Measuring the ROI of Your Social Media Campaigns

Measuring the ROI of Your Social Media Campaigns

Social media marketing can be a great tool for promoting your brand and engaging directly with customers and potential buyers. But at the end of the day, you should be getting more from your marketing efforts than simply being a part of “the conversation.” If you want your actions on popular social platforms to translate into increased sales and profits, you need to learn how to measure the ROI of your social media campaigns.

So, without further ado, here’s a simple process that any business can implement, using the free Google Analytics program:

Step #1 – Set your social media campaign goals
The first step to measuring ROI in any situation is to determine the specific goals you’ll be tracking. In this case, let’s assume that your goal is to use social media marketing to drive additional buyers to your website. As a result, a sample goal might be to have 5% of the visitors your business receives from social media sites convert into paid product purchasers.

Now that you know what goal you’re measuring – in this case, sales – you’ll need to set up goal tracking within Google Analytics.

Begin by logging into the admin area of your account and clicking on the profile of the site for which you’ll be creating goals. From there, select the “Goals” tab and click the “+ Goal” link in one of your goal sets. This will pull up a screen that allows you to select between the four different types of goals that can be tracked within Google Analytics:

social media roi 1

If your website’s sales funnel results in visitors landing on a defined “thank you” page (for example, “”), select the “URL Destination” goal option and fill out the additional fields that this action triggers. If you use a more complicated ecommerce system, select the “Event” goal type and use the instructions found in Google Help’s “Conversion Overview” documentation to accurately set up your goals.

Step #2 – Measure goal conversions from social media traffic
Once your goal is set up and activated, it will immediately start generating data on the number of sales occurring on your website. However, setting up a conversion goal alone isn’t enough to provide meaningful information regarding the ROI of your social media campaigns, as this reporting feature will detail sales that occur from all sources – not just your social visitors.

To filter out the goal conversions that have occurred from social visitors from those triggered by other referral sources, you’ll need to set up an Advanced Traffic Segment within your Google Analytics account.

To do this, navigate to the “Traffic Sources Overview” screen within your reporting dashboard. Immediately under the page’s main header, you’ll see a button labeled “Advanced Segments.” Click this, and then click the “+ New Custom Segment” button that appears in the lower right-hand corner of the segmentation menu.

From the new screen that appears, add “OR” statements utilizing the “Source” metric to specify visitors that come from particular social media sources. As an example below, the custom segment “Facebook Traffic” captures all site visitors that arrive via both desktop and mobile Facebook platforms:

social media roi 2

Create a custom segment for every social media website your site receives traffic from, being sure to include desktop and mobile domains, as well as any platform-specific URL shortening services (for example, “” from Twitter). Don’t group all social domains into one “Social Media Traffic” custom segment, as this will diminish the value of the data you generate.

Step #3 – Adjust your social media marketing strategy based on data
Once your custom social segments have been created, return to the “Goals Overview” reporting dashboard within the “Conversions” menu and apply the custom filters you’ve created to your data by clicking on the “Advanced Segments” button. This will allow you to determine how many of your website’s conversions your social media visitors are responsible for.

Finally, to fully capture your social media marketing ROI, compare the number of sales your social efforts have generated to the amount of time and money you’ve invested into these campaigns. Measure your ROI on a platform-specific basis, as it’s not uncommon for a site to see a positive ROI from one social site and a negative ROI from another.

Use this information to adjust your social media marketing strategy. If you’re seeing a negative ROI across all the social properties you’ve invested in, you need to either improve your social media marketing techniques or cut back on the amount of resources you commit to this promotional strategy.

But even if you’re seeing a positive ROI, use the platform-specific information you’ve generated to drill down further into your social media marketing strategies to see what’s working and what isn’t. By consistently evaluating the performance of your social media activities and adjusting your strategies accordingly, you’ll see an improvement in both your social network engagement levels and in your company’s bottom line.

Why Ugandan Companies Need Social Media Marketing

Why Ugandan Companies Need Social Media Marketing

Why Ugandan Companies Need Social Media Marketing Agencies

While most businesses have realized the necessity of being on social media in some form, most are still trying to go at it alone or hiring a social media agency that is not adequate in terms of actual marketing strategy and business goals. When you take on social media for your company, it needs to be part of an overall strategy to produce ROI, not just throwing up random posts on Facebook.

The idea that using social media is free is true only in the fact that you don’t need to pay for a profile on most sites. In order to gain success for your business using social media, it will cost time and effort which means money. There are, of course, cases when a business can run its own social media program without help, but more often than not, a helping hand will prove to be a much greater resource for turning social media into dollar signs for your business. Just like I’m capable of hammering a nail, that doesn’t mean I can build a house.

Social Media Agencies Have Experience
When you are a business just getting started on social media, sure it’s easy to create your own Twitter and Facebook profiles and send an email to your friends and existing contacts to connect with you. But that’s not going to increase your revenue at all.

You might only need a helping hand to coach you through getting started, but a social media professional can certainly help answer all your questions in the beginning with the different networks and how to manage more efficiently with some great tools that are available.

It’s smart for you to leverage someone else’s experience to leap frog much of the trial and error phase of getting over any new learning curve, especially when it comes to technology and marketing.

Social Media Planning & Strategy
If you are set up on a few social sites and ready to get started, now what do you do?

By now, everyone knows that you don’t sign up for Twitter just to tell people what you had for breakfast. It’s not your personal journal.

What are different ways you can leverage social media to get in front of more customers?

A social media agency has the experience of working with different businesses and helping them grow to know what works and what doesn’t. More importantly, a social media agency is able to make adjustments based on research and analysis to make sure you’re getting the most out of you social media investment.

Do you want to spend time researching and analyzing? No, you want to be out serving your customers so that you can make more money.

Your plan of attack is important to get in front of more people who are potentially your customers, getting that audience to become your customers, and getting those customers to come back to your business time and time again.

A sound social media plan can, and done well it will, increase your customer base and your average customer value.

Are you measuring your customer base, your company’s social reach, and the value it’s bringing to your business?

What strategies work and which fell flat when you thought they were surefire tricks?

How can you learn from those social media mishaps?

Social Media Agencies Can Save You Time
Your plan is in place, your social media strategy is laid out, tactics are decided and action is ready to be taken.

If you don’t want to spend the time sitting down every day at your computer learning new social media tools and then putting in the sweat equity, then a social media agency is a great way to save you time.

If you’re a business owner or employee, most likely you are a professional in something other than social media or online marketing. This means you have a real job to do in addition to now getting your business active enough online to see some real business growth.

The experience that a social media agency has means that not only do they free up your time by doing the legwork, the man hours invested are going to go down because they know what they’re doing and have been doing it for quite some time. There’s no fiddling around, figuring things out and testing out different ideas that may or may not work. A good social media agency has a plan, knows what will work and knows how to help your business gain success online.

Social Media Tools & Tricks
Staying on top of all of the new social media sites is hard enough as it is.

“Which social profile does my business need?”

“Why is Twitter different than Facebook and Google Plus?”

“Is LinkedIn just for business relationships?”

Then there are different tools to manage each of your accounts, some better than others. Many tools are similar with only slight differences while others are head and shoulders above the competition in launching your social media presence. Do you have the time to keep up with all the new tools for social media management, testing them all out and determining which is best for your business?

I personally have a dozen websites that I read every morning and hundreds of people I follow on Twitter to keep up with the constantly new information, ideas, strategies and tools in the social media industry.

It’s a social media agency’s job to keep up with this stuff so that it doesn’t have to be your job, too.

Hiring A Social Media Agency Will Make You More Money
A social media company should always have your business goals aligned with your social media plan and be bringing a return on your investment, providing analysis of your growth and the positive effects it has had on your business.

When companies say that they are doing the work, but there is no way to tell that you have been successful, they’re lying to you or worse, they think that they are telling the truth which means they don’t know what they’re doing.

Before you dive into social media, make sure you have a very transparent and honest conversation with your agency about whether or not it’s right for your company given your market and target audience and if you’ll be able to see a positive return on the investment that you’re willing to make.

Social Media ROI: Is Your Agency Working For You?

How much time are you saving by not needing to put in the legwork on a daily basis executing your social media tactics not to mention keeping up with industry news and new social media tools? That alone can help you determine if spending money on a social agency is worth it for you.

How has your business grown because of social media?

Are you reaching more people and raising your brand awareness?

Have you been able to leverage social media campaigns and contests into new customers?

Are you regularly bringing back customers for return business by engaging them through social media?

These are all ways for your business to have a real reason for being involved in social media and how you can see tangible results to whether or not your social media agency is working for you or just trading off their time for your money.

Contact Us for a quotationWhy Ugandan Companies Need Social Media Marketing Agencies web hosting and domain registration services in ugandaWhy Ugandan Companies Need Social Media Marketing Agencies,Why Ugandan Companies Need Social Media Marketing Agencies,Why Ugandan Companies Need Social Media Marketing Agencies,Why Ugandan Companies Need Social Media Marketing Agencies,Why Ugandan Companies Need Social Media Marketing Agencies,Why Ugandan Companies Need Social Media Marketing Agencies,Why Ugandan Companies Need Social Media Marketing Agencies,Why Ugandan Companies Need Social Media Marketing Agencies,Why Ugandan Companies Need Social Media Marketing Agencies,Why Ugandan Companies Need Social Media Marketing Agencies,Why Ugandan Companies Need Social Media Marketing Agencies

How to Choose a Good SEO Company in Uganda for Your Business/Website

How to Choose a Good SEO Company in Uganda for Your Business/Website

How to Choose a Good SEO Company in Uganda for Your Business or Website

A reliable and trustworthy SEO company can help your business grow by establishing your digital brand and ensuring that you have the best possible Internet presence.

A lot of companies fail to take advantage of the power of the Internet because their SEO consultants do not have the necessary experience or knowledge to identify new markets and explore new opportunities.

The importance of reliability in SEO

I am insisting on the matter of reliability and trustworthiness because after talking with a couple of our latest clients, I realized that they have experienced a sudden drop in traffic after they hired an ‘SEO company’ that did all sorts of tricks on their account.

So, choosing a reliable SEO firm is not only important for progress but it is also necessary in order to avoid losing your traffic potential due to bad SEO practices.

Step 1 – Decide why you need to hire an SEO Company

Before actually choosing which SEO firm you will trust, it is important to decide and have clear in your mind, the reasons you need to hire an SEO firm in the first place.

In my opinion you should consider hiring an SEO or digital marketing firm when:

  • You don’t have a have website and you need to build a proper Internet presence from the beginning.
  • You have a website but you are not getting any traffic
  • You have a website, you are getting traffic but not customers (i.e. conversions)
  • You have a website but it is not optimized for search engines, social media or users
  • You want to improve your internet presence
  • You want  to find new customers in other digital markets i.e. mobile

Step 2- Where can you find a good SEO firm?

SEO firms live online; they are not the kind of companies that need to be in your neighbourhood.

In the majority of the cases all communication is carried out via email, skype or Google+ hangouts and there is absolutely no reason for a site visit. This method is actually faster and it also costs less.

So, where can you find good SEO Companies?

1) Word of mouth – Ask you friends (either your real friends or your friends on FB, Twitter, LinkedIn) if they have a recommendation to make.

Knowing that a company did good work on someone else’s web property is a very positive factor.

2) Click on the ads – When you search for terms like ‘reliable seo company’ or ‘seo services’ you will see a number of ads on top of the search results.

These are PPC ads and companies that their ads are displayed, invested a good amount of money to secure one of the top positions.

In order to get a good ROI they have to provide for a good service otherwise they will not be able to survive in the long term.

3) Organic rankings – The same rules apply for organic rankings. Companies that appear in the first positions of the SERPs have already invested a good amount of time and money, which is another signal that they take their business seriously.

In addition, if they can find customers online for their own needs, they can do it for you as well.

Step 3- How to assess the reliability of a SEO company?

Regardless of how you will find the company to hire, it is always advisable to do a bit of assessment before making your final decision.

In general a quick way to assess the reliability of a company is by looking at the services

If you see something like ‘We can get you to the top of Google Search’, in simple words it means that they don’t know what they are doing.

Too good to be true promises are equivalent to fake promises and you need to stay away.

They can explain what actions they will do – Although your goal is to hire a professional firm to handle your Internet presence without having to worry about SEO or digital marketing, this does not mean that you shouldn’t know what methods they will use to increase your website rankings or get more traffic.

If they can’t explain exactly what they will do and all they tell you is about ‘building links’ then forget about them, they can do more harm to your website than good.

Ask them to do a SEO Audit first – Another way to evaluate the work of an SEO is to ask them to do an audit of your website. A SEO Audit does not cost much, but it’s a quick way to evaluate the effectiveness off the company.

If you are happy about their work you can continue with buying more services.

Talk to them – Don’t forget about the traditional methods i.e. make a meeting. In this case it can be a virtual meeting using Skype or Google+ but you can still ask questions and interview your prospective partners.

Step 4- It’s all in the results

One of the most interesting things about the internet is that everything is measurable.

There are metrics and reports that can help you measure and monitor the activity of your website in terms of incoming visits, time users spend on site, pages they visit and many more .

What you can do is start looking at these metrics and if after 6-7 months the SEO Company you hired did not manage to bring in more traffic then possibly you need to consider changing your contract.

The best way is to discuss with them first and hear what they have to say having always in mind that changes to a website may take time to generate positive or negative results.

As a rule of thumb 6-7 months is a good period to judge the effectiveness of any SEO techniques.


Even if you are a small business owner, a blogger or an online shop owner, you need to ensure that you have the best possible Internet presence and that you are taking advantage of all digital channels.

If this is something you cannot do yourself either because you don’t have the time or knowledge then it is more preferable to hire a professional, reliable and trustworthy SEO firm to do it for you.

Before hiring an SEO make sure that: you know what they will do, how much you will have to pay and what to expect as a result.

Don’t believe in too good to be true promises and if they don’t produce decent results after 6-7 months then consider terminating your contract.

Contact Us for a quotation
SEO Company in Uganda,SEO Company in Uganda,SEO Company in Uganda,SEO Company in Uganda,SEO Company in Uganda,SEO Company in Uganda,SEO Company in Uganda,SEO Company in Uganda,SEO Company in Uganda,SEO Company in Uganda,SEO Company in Uganda,SEO Company in UgandaSEO Company in Uganda web hosting and domain registration services in uganda

Social Media Etiquette: how to respond to negative feedback

Social Media Etiquette: how to respond to negative feedback

Social media is a powerful tool for engaging your customers, but it can also be a double-edged sword. It has largely put the fate of businesses’ reputations in the hands of the consumers. Take some notes, so that you know what not to do in response to negative social media feedback.

What NOT to Do

Never reply in all caps

This is basic online etiquette and should go without saying, but on the internet, typing in all caps is considered shouting. Not only that, but readers don’t take you seriously when you do it. You don’t need to add extra emphasis to your message. Let the words carry themselves.

Do not reply to everyone

Not all negative comments warrant a response.

Do not name call

Don’t call your customers names. Even if they insult your product, insult your wife, and question your parenting abilities, just don’t do it.

Leave out your personal views

Your goal should be to resolve the problem, not to have a rousing debate or convince others of your beliefs. Even if the customer is the one trying to engage you in discussions about religion or politics, stick to the issue at hand.

Do not engage in public arguments

You don’t want your customers to see you as unprofessional and combative. Avoid hashing out disagreements for all of your followers to see.

Do not blame the customer

Don’t blame the customer. You don’t want to come off as a business owner who responds to criticism by avoiding responsibility.



What to Do Instead

Reply with empathy

Put yourself in your customer’s shoes and try to understand why they’re upset. Try to imagine how you would want a business owner to respond in that situation.

Ask questions

Instead of being defensive, try to clarify on the situation and why the customer is unhappy. This also shows that you’re serious about getting the issue resolved.

Stay professional

Avoid injecting your personal opinions and beliefs into the conversation. Make the goal to resolve the conflict at hand, not to win an argument.

Hold conversations privately

Instead of handling the negative mention in the comments section, invite the customer to call or email your customer support department. If necessary, encourage them to contact you directly.

Moderate your social media

Trolls do exist. Just because someone is dissatisfied with your business doesn’t give them permission to post spam and flame your Facebook page. Create a social media policy, make it available to the public, and boot those who violate it.

Take advantage of constructive criticism

Sometimes a customer’s negative social mention can help you to improve your products and services for the future. Use feedback to your advantage when it is constructive instead of dismissing it.

Apologize when needed

Never act too big to apologize if the problem was on your end. A simple apology can do a lot to diffuse the situation.


For the most part, social media is meant to yield positive results for businesses. However, as in the real world, businesses should be prepared to deal with unhappy customers from time to time. This isn’t always a bad thing. Constructive feedback can help you improve your business in the future. As for destructive feedback, you can always hit the block button.