How can social media help your bottom line?


Brainstorming solutions to a problem is one of my favorite things to do at work. The office has a phenomenal culture, and the atmosphere is so relaxed that even a quiet intern like me feels comfortable bringing up ideas.

Still, I was a little stumped earlier this week when a social media problem came up. “The client wants to see how our social media campaign directly correlates with sales,” my co-worker said.

Where do you start with that? Sure, you could track how many times people buy something after clicking a link on your tweet or Facebook post, but is that good enough?

For example, take the book I mentioned in my first post, “Quiet: The Power of Introverts in a World that Won’t Stop Talking.”

The book inspired author Susan Cain to give a TED talk called “The Power of Introverts,” and it’s absolutely fantastic. Don’t just take my word for it – TED owner Chris Anderson tweeted that her talk smashed the previous records for most views in the first week after it went live on March 2.

And the hype hasn’t died down. On Oct. 10, her talk hit three million views.

In the comments section of the talk, tons upon tons of viewers say the talk persuaded them to buy her book, and Twitter users seem to feel the same way. I sent out a tweet promoting the book after I read it, and within minutes, one of my followers responded that he had been meaning to read it as well. Cain’s book has been on the New York Times bestseller list in some form since it was released, and the e-book is currently at No. 32.

Which bring me back to my original question: Can you directly measure the impact that social media has on your bottom line?

Even if Susan Cain had a link on the TED video’s page to buy her book online, there’s no way she could begin to measure how powerful social media has been on her sales.

So by all means, keep measuring the clicks you get on your links – just keep in mind that your social media promotions are most likely reaching even more people than you know!

What’s the best way you’ve found to measure social media’s impact? 

P.S. If you haven’t seen this TED talk yet, here it is!


About Tara Knott

Tara is a staff associate at McNeely Pigott & Fox Public Relations. She recently graduated summa cum laude from Belmont University, where she studied journalism and public relations.

Posted on October 11, 2012, in Social Media and tagged , , , , , , . Bookmark the permalink. Leave a comment.

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