The power of the retweet
Engaged, measured. Brands should treat social media like any of the other fully paid-up members of the marketing mix, according to Yomego in its Social Media ROI And How It Can Be Measured report. If a company measures marketing campaigns by reach, as for print and TV ads, the same – CPM – metric can be attributed to social media spend.
“Its might not be fully automated but it can be measured. Tools exist to measure reach on Twitter,” the social media agency says. “The value of retweets can also be tracked in terms of reach, but the third-party advocacy of a positive retweet carries more value and impact. A PR agency might attribute a premium to this kind of implied endorsement so a positive retweet should be given the same boost.”
