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A. Number of favourited tweets? B. Number of re-tweeted tweets? C. Number of mentions? D. Other?
In my understanding social media ROI stands for return on investments.
The answer would be A. Number of favourited tweets.
This is because no of retwits if unfavourable can have an adverse effenct on the brand. Number of mentions also does not give a clear picture as they could also be unfavourable.
A co invests in Social media to have favourable twits only.
HP has support groups on the internet supporting OOw customers for this purpose.
Yes, Zozolo.com is a venture which helps brands measure Social Media ROI.
Zozolo is a loyalty & rewards program for social media that allows fans to collect points through social media interactions with our brand. It incentivizes and rewards engagements. Fans/followers can redeem those points for special offers/discounts, etc.
How to use it for Twitter ?
Run a hashtag campaign and reward points for each hashtag mention by a follower. Followers have to gain certain points (say100 points) and only then they a discount coupon of say10%. They can then go your website or offline store and redeem those points for10% discount on a purchase.
So you can track
how many of your followers engaged with this campaign
how many redemptions
how many actually went to store and bought something
total purchase worht
Apart from this you also get details of who's the most influential follower.
More on Zozolo:
Brands can integrate this Zozolo tool with Facebook page and/or Website and run a campaign. All the redemtions and purchases can be tracked to measure total sales, and thus ROI from Social Media.
Twitter and Instagram can also be added to further expand the reach and measure ROI from those platforms too.
