Online marketers are under pressure to show ROI and how they contribute to the corporate bottom line. So, it’s inevitable that they have started to use their available data to attempt to measure the value of everything related to social media and marketing campaigns.
So, what are certain actions taken in social media worth? Well, I found that estimates vary and there doesn’t seem to be standardized measurement formulas for calculation. Also many user actions taken in social media (likes, retweets, tweets, pins, shares, etc.) are have different values for individual brands based on factors including the cost of acquisition, size of the brand, the product/service being offered, number of followers and more.
Still, there are some that have attempted to put a monetary value on social actions. Here are some of their findings:
- Revenue generated from a single business tweet is $25.62 (sumall.com)
- Revenue generated from a retweet is $20.37 (sumall.com)
- The Value of a Positive Tweet is $22.26* (ShareThis)
- One retweet has a value of $5 (ChompOn)
- A Twitter follow is roughly $14 (ChompOn)
- Positive online shares can generate an almost 10 percent increase in purchase intent (ShareThis)
- Negative reviews can reduce purchase intent by 11 percent(ShareThis)
- One Facebook share has a value of $14 (ChompOn)
- The value of a Facebook like is roughly $8 (ChompOn)
- A Facebook fan is worth $174 to a brand (Syncapse)
- On Pinterest each pin is worth around 78 cents in sale (Piqora)
- One pin drives two site visits and six page views (Piqora)
- Each pin is repinned around 10 times (Piqora)
- Pins are 100 times more viral than a tweet–the retweet average is only 1.4% (Piqora)
- Brands with rich pin integration see an 82% jump in repin/pin ratio (Piqora)
- The value of one single online video viewer is $0.01 and $0.50 (SporkMarketing)
- One minute of video is worth 1.8 million words (Forrester Research)
- One Instagram follow is worth 10 Twitter followers (sumall.com)
* Depending on the product you’re buying and the person doing the tweeting
I haven’t found any good data on the value of capturing an email address or the value of agreeing to let a brand send messages directly to a user’s cell phone number, but I’m sure someone is working on measuring that as well.
The bottom line is that different social platforms provide different value and when leveraged correctly and weighed against business goals online marketers should be able to determine (on an individual basis) what each action is worth to their respective business as well as calculating ROI.