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How To Measure The Returns Of Your Social Media Campaigns

Social media is indeed the “in” thing these days.

In fact, most restaurants have allotted a large part of this year’s marketing budget to this latest phenomenal marketing genre, knowing that it is the best way to tap today’s restaurant diners.

As social media’s impact on consumers and businesses increase by the day, so are the responsibilities that come in maintaining successful campaigns – Tweeting, posting relevant and engaging Facebook posts, replying to fans’ and followers’ messages consume a whole lot of time. Twitter, Facebook, Google Plus and Tumblr might be free, but the man-hours spent by the employee maintaining it are not. So really, it’s quite sensible for a restaurateur to know how much results he is getting for all the effort he has put in on social media.

Figuring social media’s ROI has been a puzzle in recent years, but not anymore. There are now several tools that have been designed to measure how your followers and fans respond to your efforts—down to their very recent click.

Here are some of them:


1. Pagelever– more than giving some detailed metrics on Facebook, Pagelever makes a marketer realize that success on Mark Zuckerberg’s creation (Facebook’s founder, guys) goes beyond the number of likes that one has on his pages. This analytics help you check where your fans come from so you can draw more of them to your page; helps you identify which of your posts (such as the recipes concocted by your chefs in their best chef coats) perform best so you can maximize your reach; aids you in measuring how many of your fans, their comments and posts come from mobile devices; and more.

2. Klout checks how much influence you have online. They give restaurateurs insights to help them better understand their own influence—how others value their opinions online, what topics are the restaurants most influential on, how do they compare with the other restaurants, along with many other helpful analysis. They also give restaurants a Klout score that gauges their overall influence on their fans.


1. Twytalizer has a tight integration with Google analytics and widely-held link tracking tools (ow.ly, bit.ly, j.mp) that allow Twitter users a more detailed report on the profiles of their followers. Such analytics allow businesses to gain more precision in targeting their desired market, and makes them more efficient in their social media efforts.

2. Twittercounter provides businesses a longer-term evaluation of their Twitter account’s growth. It allows restaurateurs to see how their followers have grown in the past months and weeks, and lets them check which Tweets makes them lose some followers.

3. Tweetreach (http://tweetreach.com/) shows the total exposure, mentions, impressions, reTweets and replies of a business’ Tweets; with a tagline that says, “how far did your tweet travel?” It gives you an idea how significant and worth it was the effort of your chefs, in their outstanding chef coats, when they Tweeted their bestselling recipes, and all.

There are also analytics packages that you can subscribe to, such as Viralheat, Google Analytics and Market Me Suite.