Using Socialping: for Twitter ROI Measurement

This is part of our Using Socialping series of posts, where we give a general overview on different use cases for Socialping.  We try to keep things a bit general.  Have any questions on the details? Just ask in the comments are below.

How many of you measure your return on investment (ROI) on Twitter?  Do you know how many followers you’re getting, mentions, or reach?  Can you easily determine how these things have changed over time?  If not, you are not really measuring the ROI of your Twitter activities.

First, there are a number of ways to look at ROI, there’s the typical financial ROI, in which you’re looking to see if your actually profiting from your endeavors, and then there’s the “buzz” factor, where you are just trying to see if people are becoming more aware of your business and what it does.  I’m going to show you how to use Socialping for both of these methods.

Twitter ROI Tracking: Financial

Using Socialping to track if you are actually making sales from Twitter can be tricky, and there will always be a little bit of a grey area here, but one way to track if you are making sales is to use Socialping to track the tweets that link to your website.

Socialping is quite a bit different than the other monitoring tools.  We give you the ability to monitor for domain names (yourcompany.com), as well as specific URLs (http://yourcompany.com/product/page.html).

To see if there is any potential for sales, the first thing you should do is monitor Twitter for Tweets that link to pages on your domain.  The Tweets may not reference anything else related to your website or your business, but if it links to your domain, you need to know about it.

If you have specific action pages on your site that you want to track, like landing pages, you probably want to track those as well, and fortunately Socialping can help.  And if you are A/B testing landing pages for people from Twitter, tracking specific URLs is essential to see how many potential people could have seen your tweets, and even how many actually clicked on the links.

Whether you are tracking any link mentioning your domain (really useful for content sites), or you are tracking specific landing page links, you’ll want each to be in it’s own Watchlist.  This will allow you to view the Watchlist Reports that show you the volume of mentions, reach and who the influencers are for the time periods you select.

Creating Watchlists in Socialping is easy, if you you just created an account, using the First Setup flow that you go through after creating your account is the easiest.  Just signup, and follow the steps.

If you already have an account, to create a watchlist, go to your Dashboard or Watchlists page and then click on the link to, “Add a New Watchlist” located in the top right corner of the page.

Twitter ROI Tracking: Buzz Factor

Tracking buzz on Twitter surrounding your business requires a two-prong approach.  Not only will you need to track mentions and comments about your business name, but you’ll also want to track your Twitter accounts, and how many followers, mentions, retweets, Klout and more it’s gaining or losing.

Tracking mentions of your businesses real name is going to be performed using Watchlists, and each of those Watchlists will have the different variations of your company name, and website domains.  To create a watchlist, go to your Dashboard or Watchlists page and then click on the link to, “Add a New Watchlist” located in the top right corner of the page.

To Track your Twitter accounts, you’ll need to add the account to Socialping.  This can be done from the dashboard, or your account settings page.  All you need to do here is authorize it with Twitter, and we’ll automatically start tracking mentions, followers, the links you share (and the clicks they receive), which tweets caused you to receive the most followers and more.

Wrap Up

The most important thing to determine, is exactly what your purpose on Twitter is, and then from there you can easily determine exactly what you need to track.  So what is your purpose on Twitter?  How are you using Socialping to accomplish this?