How to Determine the ROI on Your Social Media Investment

As a business owner, you likely consider ROIs daily. And that’s especially true in the current economy, where everyone wants to see their dollars go just a little further than before. But what about your investment in your social media campaigns? How can you accurately measure their impact on your company and brand?

Unlike other metrics, social media doesn’t follow a clear cost-in vs. cost-out value. With approximately 43% of Gen Z and 49% of Millennials reporting to have purchased directly from social media platforms, it’s safe to say there’s value there. But unless you know what to look for, you might be missing out on the actual value for your business.

Here are some ways to ensure you’re getting the greatest return on your social media investment.

Define Your Purpose- To maximize social media presence, first, determine what you hope to gain. For some, it’s more followers. For others, it could be increased product sales or greater web traffic. Once you’ve narrowed your focus, you’ll be able to tailor content into that niche, allowing you optimal reach and exposure (and, hopefully, profits!).

Set Realistic Goals- It’s easy to look at a successful, thriving social media page and want yours to emulate that quickly. But like everything else in life, a good following isn't developed overnight. By taking time to cultivate an organic network of followers vested in your company or brand, you’re more likely to achieve the results you’re seeking. Set goals for growth, but be flexible in your approach and willing to make changes as needed.

Track Your Progress- Examine analytics for your accounts every month. Doing so shows what followers respond to, allowing you to develop specifically tailored content. Some brands thrive on videos and reels, while others see more success with photography. You won’t know unless you look at the data, so stay up-to-date on the progress of your channels.

Adjust as Necessary- Social media trends are changing all the time. Staying fresh and relevant requires planning and diligence, but also offers the most value from marketing campaigns. Follow similar industry accounts for inspiration, and don’t be afraid to take risks!

Have you tried a live video yet? Maybe you want to create a poll or develop a more cohesive color scheme. Your best post may be the one you haven’t created yet, so get creative and watch the likes roll in.

A solid social media platform is a must-have for today’s business owners. If you’re not advocating for your company and brand, someone else is out there reaching your potential customers instead- and no one wants that! Here at Officially Social, we work closely with clients to develop the most effective strategies that provide the greatest return on investment. Questions about how we can help? Email Alison@OfficiallySocial.com anytime.

Three Ways to Keep Your Social Content Fresh

By JAMIE JOHNSON • October 31, 2025
One of the most challenging parts of social media is the continuous need for new and creative content to share. If you’re feeling a little uninspired (and overwhelmed), you’re not alone! Whether your feed feels repetitive, engagement has dipped, or you’re simply running out of ideas, keeping your social media strategy fresh is essential to staying relevant and building real connections. Luckily, we’ve got some simple strategies to incorporate that will prevent your feeds from feeling stale. Here are three ways to keep your content feeling fresh: Repurpose Content Repurposing isn’t just repeating; it’s utilizing content in a new way so it works harder for you. Take your top-performing post from the last few months and turn it into something new. Try: A Reel that highlights the same message visually A carousel that breaks it down into steps or tips A quote graphic that pulls out a key takeaway When done thoughtfully, repurposed content keeps your core message consistent while still offering something new to your audience. Don’t let your most well-received posts end up in social media purgatory. Observe your analytics periodically to determine which content is trending with your followers, and then reuse it to your advantage. Also, remember that not everyone sees a post the first time, so it may reach new potential customers the second. Refresh Your Look When was the last time you updated your font and color scheme? You don’t need a full rebrand to make an impact. Small adjustments like updating your brand colors, incorporating a new font, or using new photo filters can make your content feel fresh without losing consistency. Collaborate with Others Collaborations expose your social channels to new audiences and potential new customers. Think partnerships with other local businesses, joint giveaways, or even simple shoutouts. These connections increase visibility while building community and credibility.  Oh, and did we mention it’s FREE? Final Thoughts If you find yourself running out of inspiration, start by listening to your audience more. Chances are, your next great idea is already waiting for you in comments, DMs, and likes. Keeping your social content fresh isn’t about reinventing the wheel; it’s about staying curious, creative, and connected. The more you experiment, the more you’ll discover what resonates. And as always, we’re here to help with any of your social media needs. You can reach us at jamie@officiallysocial.com.

How to Measure Your Social Media ROI

By JAMIE JOHNSON • September 29, 2025
Are you prioritizing the right metrics?

Does Your Small Business Need TikTok?

By Jamie Johnson • July 29, 2025
In recent years, TikTok has evolved from dance trends and viral challenges into a powerful marketing tool. With over 1 billion monthly active users , TikTok has the pote ntial to help businesses of all sizes, especially those that are creative and looking to grow their reach. It also differs from other social platforms with its exceptional ability to reach viewers. Unlike other social media outlets, TikTok doesn’t just show content to followers. The simple way to reach new prospective clients gives businesses a huge advantage and allows for expansive marketing with a single video. So, could your small business benefit from TikTok? Here’s why it may. It can help grow your audience. TikTok’s user base is diverse and growing fast, including an eclectic mix of millennials, parents, professionals, and even baby boomers. The chances are high that your ideal customer is spending time on TikTok, so your business probably should be too. It allows for more creativity. TikTok rewards creativity, not perfectly polished content. Think real moments, business tips, behind-the-scenes peeks, product how-tos, or even humorous outtakes on what it’s like running your business. Here are a few more ideas to get you started: Share a day in the life at your business. Highlight customer stories or transformations. Show your product or service in action. Jump on relevant trends (with your own spin). Like other social media platforms, TikTok requires some strategic planning to make the greatest impact, but don’t stress too much. The more you share, the more you’ll see what interests your audience most. It helps build your brand. Branding on TikTok begins with your bio. Be creative and make each word count. From there, think about the tone and message you want your account to convey. Focus on similar themes for a cohesive look, and don’t be afraid to try different layouts and music. It’s ok to have a little fun while promoting yourself! It offers a solid ROI. TikTok can be a game-changer for visibility. Even accounts with small followings can go viral, thanks to the algorithm. It’s the ideal platform for businesses seeking to drive genuine conversions, increase website clicks, and boost product sales. If your business thrives on word-of-mouth, personality, or storytelling, TikTok can do all that (and more) at a lower cost than traditional advertising. TikTok continues gaining momentum with businesses of all sizes, making it a wise choice to add to your social media toolkit. For small businesses with a unique offering and a willingness to show up authentically, TikTok can be an incredible tool for growth. Looking to add TikTok to your business marketing? Email jamie@officiallysocial.com to get started. .