How to Measure Social Media ROI
One thing that many hotel marketing and destination marketing professionals can agree on: It’s difficult to deliver a concrete return on investment for their social media programs. While most hotels, resorts and destinations sense that value exists in having an engaging and active social media presence, they’re hard-pressed to always connect it with an actual return or dollar amount. How can your business place the monetary value of a Facebook ‘like,’ a Pinterest re-pin, or a Re-Tweet? How can you prove that your social media work is successfully increasing group hotel bookings?
Of course, it’s much easier to tie a return based on a social media campaign that incentivizes followers to make a direct reservation using a code or specific link. But, it’s near impossible to measure how much of social media impacts brand perception or if it will increase group bookings at a hotel.