In my last post, “Does Social Mar­ket­ing Always Need to be Social?” I dis­cussed how dif­fi­cult it is to deter­mine tan­gi­ble mar­ket­ing ROI from a social action. Despite all the naysay­ers, it is pos­si­ble and recent devel­op­ments from social net­work­ing sites such as Twit­ter are rev­o­lu­tion­iz­ing how we mea­sure invest­ments in the social sphere.

Twit­ter Leads the Way

Twit­ter recently unveiled a new type of Twit­ter Card that allows onsite lead gen­er­a­tion. The Lead Gen­er­a­tion Twit­ter Card is sim­ple. A user receives a tweet from a mar­keter, they open the tweet and at the bot­tom is an offer to join a mail­ing list with a but­ton beneath it. If the user clicks the but­ton, then Twit­ter auto­mat­i­cally sends the mar­keter all the infor­ma­tion they need (name, email address, etc.) to add that user to their email list.

In other words, Twitter’s Lead Gen­er­a­tion Card trans­forms a tweet into a sales page and turns Twit­ter into a sales platform.

Mea­sur­ing the ROI of this sort of social mar­ket­ing cam­paign is as sim­ple and easy as fore­cast­ing the ROI of any other pay per click (PPC) cam­paign. In fact, this sort of ROI is even eas­ier to mea­sure because it removes as many steps in the sales fun­nel as pos­si­ble and essen­tially places users right at the bot­tom of the funnel.

Clos­ing the Gap

Twitter’s Lead Gen­er­a­tion Cards appear even more pow­er­ful when com­bined with other ini­tia­tives the social net­work­ing giant has unveiled recently, includ­ing Twit­ter Amplify.

Amplify is just as sim­ple a ser­vice. A Twit­ter user watches a TV show and live tweets about it. While they watch the show, they see a broad­cast adver­tise­ment. Right after they see this adver­tise­ment they receive a pro­moted mar­ket­ing tweet from the same com­pany in their Twit­ter feed.

Twit­ter Amplify is pow­er­ful enough on its own, but com­bined with Lead Gen­er­a­tion Cards it can be down­right rev­o­lu­tion­ary, clos­ing the gap between a broad­cast adver­tise­ment impres­sion and a desired user action.

Tar­get­ing Time and Other Rad­i­cal Mar­ket­ing Potentials

While a lot of talk is given to the rad­i­cal poten­tial of using social actions as mar­ket­ing actions, not enough is given to the fact social net­works offer increas­ingly rad­i­cal meth­ods of beam­ing tar­geted adver­tise­ments in front of users.

We’ve all come to accept the fact that we can use social mar­ket­ing to adver­tise to highly tar­geted demo­graph­ics (which was a rad­i­cal enough change in and of itself). We’re now com­ing to grips with the fact that we can use also use social mar­ket­ing to tar­get those moments when our pre­ferred demo­graph­ics are most likely to actu­ally take a favor­able action.

In other words, we’re see­ing just as rad­i­cal devel­op­ments in the sphere of paid, direct adver­tis­ing on social net­work­ing sites as we’re see­ing in our abil­ity to accu­rately mea­sure and pre­dict the ROI of social actions taken on those sites. Smart mar­keters will take advan­tage of both of these sets of devel­op­ments in the social sphere and remem­ber that social mar­ket­ing means more than tak­ing social actions.

It’s hard to mea­sure the real impact of social actions because social net­works and mar­keters uti­lize dif­fer­ent met­rics. Right now, there’s no 1:1 con­ver­sion between a retweet and a desired mar­ket­ing out­come, and try­ing to mea­sure one with the other is still a challenge.

Thank­fully, we’re mov­ing in the right direc­tion. With tools such as Adobe Social and Adobe Mar­ket­ing Cloud and the recent devel­op­ments from the social net­works them­selves, more sophis­ti­cated mar­ket­ing solu­tions can help you mea­sure and pre­dict the mar­ket­ing impact of social actions.