Social media – quantified

Do you ever wonder how much good your social media marketing activity is doing you?

A recent study by Rice University in Texas attempted to quantify the exact ROI of a Facebook page for a small business – in this case, a bakery and cafe chain in Houston. Having no previous social media presence, they were an ideal subject, since they were able to precisely measure the difference in a number of metrics.

These included new customers, customer loyalty increases, number of visits per customer, and amount spent – all compared with a ‘normal’ customer who had not signed up to the Facebook page. The result was that a Facebook presence had a positive effect on all of these aspects – but note that the bakery was diligent about frequent updates, with special offers and photo galleries.

The message is clear – it could also work for your small business if you are willing to put the time in – or outsource to people like us.