1. Start with a business result
Choose signups, purchases, or another outcome your team cares about. Keep likes and comments as supporting signals. A post can attract attention without bringing customers.
THE ORGANIC SOCIAL ROI GUIDE
Measure organic social ROI.
Find what works.
Organic social takes time and money, even when you do not buy ads. Connect posts to customers, compare the results with your costs, and use what you learn to plan the next month.
Measure outcomes.
Keep attention in context.
Track the same business outcomes across your brand, influencers, and customers.
2. Include all three sources of content
Measure your brand posts, influencer posts, and customer recommendations. Group them so you can compare their roles, while keeping one view of the customer journey.
3. Compare value with the effort
Include team time, production, tools, and any creator fees. Use gross profit from connected sales to calculate ROI. For a signup goal, start with cost per signup and follow later purchases.
Which content brought
customers this month?
This example compares three sources using the same month and outcomes. Switch the metric to see how the picture changes.
EXAMPLE MONTH
Brand posts
$1,200 revenueTest another product demonstration.
Influencer posts
$1,800 revenueAsk the strongest creator for a follow-up.
Customer posts
$1,000 revenueInvite more happy customers to share.
These posts brought $4,000 in revenue. At a 60% gross margin and $1,800 in content costs, that leaves $600: a 33% return on those costs. Compare costs by source before deciding where to invest next.
Follow the customer.
Find your next content idea.
A purchase may follow several posts. Look at the journey before deciding which topics, creators, and formats to repeat.
Repeat a useful topic
Find a post that brought customers and test its topic in a new format.
Compare fairly
Use the same reporting window and allow similar time for posts to produce results.
Keep totals consistent
A customer may engage with several posts. Use the overall customer and revenue totals for your business calculation.
F.A.Q.
Questions about organic social ROI.
How do I track sales from Instagram posts?
Use links and codes where appropriate. ReplyCorp can also match a customer’s connected Instagram account with earlier recorded post engagement and the purchase your brand reports, without requiring a click on the post.
Does organic social include influencer posts?
Your report can include brand posts, influencer content, and customer posts. Keep paid creator costs visible even when the posts themselves are distributed organically.
How often should I review organic social results?
A monthly review is a useful starting point. Allow enough time for customers to convert, and compare posts at similar ages so a new post is not judged against one that has been live for months.
See the posts behind
your customer results.
ReplyCorp connects reported conversions to earlier post engagement. No links or codes in posts required.
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