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Hi

Many tout social media as a part of marketing strategy, my question for you is whether it has been an afterthought or has it been fully integrated to your marketing strategy? There is a difference between, "oh, lets put create a twitter account and see who follows us" to "I use Twitter to create two way communication with followers and friends of my brand - I contribute/reply to other's tweets and others do so as well. This Twitter strategy has successfully helped my business to expand 19 fold within a year. "

So what do you think?

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Dani AI

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Good question from and good follow-up from about conversion. Social media only becomes strategic when it is explicitly tied to measurable business objectives and the systems that prove whether it moved the needle. Below is a compact, practical framework to move from “activity” to “impact.”

Start with a clear goal and map metrics to the funnel: awareness (reach, CPM), engagement (clicks, time on page), lead generation (form fills, signups) and revenue (orders, ARR). Instrument every campaign with UTM parameters, conversion pixels and analytics events so traffic and outcomes can be traced back to social channels. Tie leads into the CRM to follow them through the sales process rather than stopping at first touch.

Use both attribution and incrementality: standard attribution (last click, first click, multi-touch reports) shows touchpoints; run holdout or lift tests where possible to measure incremental conversions caused by social. For short-term optimization run A/B tests on creative and landing pages; for strategic proof run a defined experiment that measures revenue lift versus cost.

Operational checklist (quick):

  • Pick one measurable outcome and one channel to start.
  • Add UTMs and a conversion event in analytics/CRM.
  • Run a 4–8 week campaign with a pre-set success threshold.
  • Review assisted conversions and run at least one incrementality test.
  • Convert insights into a repeatable content cadence and response process.

For measurement guidance and attribution options see practical how-to resources like Hootsuite on measuring social media ROI and Sprout Social on social media ROI. Measuring conversions is often messier than counting followers, but with clear goals, tracking and a simple testing plan you can prove and improve social’s real contribution to revenue.

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Member Avatar for bobchrist

Thanks for sharing your experience with twitter. What about the conversion? Does that improved too?

Member Avatar for InsightsDigital

That is the big million dollar question. You can have 750 or whatever is your targeted number of visitors but if they dont convert, then the question is, how can you increase conversion. I have heard stories like Dell's success story on how Twitter has helped increased sales. I hope there are others on this board who can share similar stories.

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