In a world where every marketing currency (dollar) is scrutinized, marketing managers face increasing pressure to prove the return on investment (ROI) of their efforts — especially when it comes to social media.
While social media platforms are known for building brand awareness and customer loyalty, many CEOs demand hard numbers to justify ongoing investment.
At Bintus Art and Everything, we specialize in helping brands not just create outstanding social media strategies, but also measure and communicate their impact effectively. In this guide, we’ll show you how to demonstrate the real value of social media to even the most skeptical executives.
Understand What ROI Means for Your CEO
First, you must recognize that different CEOs care about different metrics. Some prioritize revenue growth, while others focus on brand visibility, customer acquisition, or cost savings. Before you present social media results, align them with the CEO’s primary business goals.
When you know what matters most to leadership, you can frame social media’s contribution in a way that resonates.
Set Clear, Measurable Goals
If you want to prove ROI, you need a solid foundation of measurable goals. Set specific targets like:
- Increase website traffic from social media by 30% in six months
- Generate 500 new qualified leads per quarter through Facebook Ads
- Grow LinkedIn follower count by 20% among decision-makers
At Bintus Art and Everything, we coach marketing managers to create SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals that directly align social media efforts with business outcomes.
Track the Right Metrics
Not every social media metric carries equal weight with a CEO. While likes and shares indicate engagement, they often don’t satisfy executives focused on revenue.
The metrics that matter most include:
- Conversion Rate: How many social visitors become leads or customers?
- Cost per Lead: How efficient are your paid social campaigns?
- Customer Lifetime Value (CLV): How valuable are customers acquired through social?
- Revenue Attribution: How much revenue is directly tied to social media campaigns?
Using tools like Google Analytics, Facebook Pixel, and LinkedIn Insight Tag, you can track these essential KPIs with precision.
