5 Tips for Tracking Social ROI + Our Top 12 Summer Vacation Spots

  If you’re not 100% sure how to track social ROI, you’re not alone! 41% of companies said they had no idea if their social media efforts were actually paying off. The Many Faces of Social ROI One of the critical components to a successful marketing campaign is the ability to track and measure your […]


If you’re not 100% sure how to track social ROI, you’re not alone!
41% of companies said they had no idea if their social media efforts were actually paying off.

The Many Faces of Social ROI

One of the critical components to a successful marketing campaign is the ability to track and measure your results. Unfortunately, there’s a heck of a lot to measure when it comes to social media: clicks, engagement, views, reach, impressions, and on and on. We’re asked by clients and prospects all the time: “What’s the ROI of our social media?” While there’s not a one-size-fits-all answer, we’ll break down some of the top metrics you may want to focus on to help understand how your social channels are performing.

The number one thing that matters is determining what’s important to your brand. Before you start to figure out how to measure your social efforts, you need to understand what’s important to your company, your future, and your bottom line. This will help you to prioritize what’s important to measure within social media.

Here are some of the top metrics to consider tracking for your brand:

  1. Impressions – Getting your brand name in front of more eyeballs is a key part of social. Just make sure you’re targeting the right audience so your content isn’t falling on deaf ears.
  2. Engagement – Just posting on social isn’t enough. You need customers and new fans interacting with your content for your message to truly be impactful and make a lasting impression.
  3. Clicks and Conversions – You may want to grow your email database with new signups, educate your customer through a video on your website, or sell them a new product. Be sure to create custom URLs or UTM codes to help track with your backend analytics.
  4. Competitive Analysis – Knowing what your competition is doing and how their social is performing will give you another great way to measure your progress.
  5. Brand sentiment – Customer care is such a crucial part of social media success metrics, that it’s important to look at the ratio between positive and negative sentiment across all of your social brand mentions.


1. PORTUGAL – The whole thing but particularly Porto & Lagos. Such a beautiful country with nice people! It has the beauty of France, Spain & Italy without the price tag and there’s so much to do. Hotel Vivenda Miranda was my favorite! – Jordan

2. NAPA VALLEY – Hard to beat a few days in the Napa Valley wine country, where rolling hills filled with stunning vineyards and opulent wineries dot the landscape. Lots of amazing food options including French LaundryMorimoto and hidden gems like Gott’s Roadside. While it’s not Italy or France, it’s a great opportunity to get away and slow things down compared to the frenzied pace of LA or San Francisco. – Lucas

3.  WAIKIKI BEACH – Heading there this Summer for a much-anticipated vacation. Never been and ready to fly over water. Any and all suggestions welcome. – Stephen

4. AMALFI COAST – We’re taking the train from Naples down the coast to Positano, Sorrento, Capri and Amalfi and staying at an organic lemon farm where fresh limoncello is flowing and there’s no shortage of pizza and pasta. There will definitely be some time in between for a hike on the Path of the Gods, touring Capri, and having a local cobbler make handmade leather sandals– Robyn

5. ASHEVILLE, NC – LOVE Asheville! The Omni Grove Park Inn offers trails for a quick morning hike and enjoying a glass of wine on the sunset deck is heavenly. A great choice if you want to #treatyoself. If not, the Aloft downtown is the way to go! But, I’m really there for the craft beer scene! Burial Beer Co(The BOLO is brewed with coconut and perfect for summer), Twin Leaf BrewingWedge Brewery, and Thirsty Monk are a must. Also, gotta dine at Cúrate (housed in a former 1927 bus depot), Biscuit Head, and Vortex Donuts. Can you tell I’m obsessed?! – Razia

6. SAVANNAH, GA – Hands down is my favorite weekend summer road trip. Grab drinks on River Street, check out why it’s been dubbed one of America’s Most Haunted Cities at night in the Historic District, and take a walk through Wormsloe Historic Site. Oh, and B. Matthew’s Eatery is perfection! – Megan

7. PALM SPRINGS – I always enjoy a weekend getaway to Palm Springs. There are so many wonderful boutique hotels in the Palm Springs area including Sparrows LodgeThe AlcazarThe ACE Hotel and L’Horizon Resort & Spa. There’s not too much to do except rest and relaxation, but when lounging by the pool gets to be too much — there are beautiful hikes, great eats, and nature walks. Don’t forget to stop by the Desert Hills Outlets on your way back to La La Land! – Shane

8. JOSHUA TREE, CA – I just visited Joshua Tree National Park which was amazing and has me looking for other outdoor adventures on the West Coast. Big Bear is probably next up on my list. – Kean

9. EAU PALM BEACH RESORT – Best service, and gorgeous resort (also great Instagram account@eaupalmbeach).  They also have a coral reef right in front of the hotel where you can snorkel and see hundreds of different sea life! – Juliana

10. BIG SUR, CA – Nestled between the Saint Lucia mountains and Pacific Ocean seaside cliffs, this town in the Monterey Peninsula is a must stop for anyone who loves great food, great views, and nature hiking.
Eat: Deetjen’s Big Sur InnBig Sur Bakery + Restaurant or for upscale experience try Post Ranch Inn 
Stay: Glen Oaks Lodge
Experience: Esalen Institute 
– Laura

11. TULUM, MEXICO – We’re excitedly heading there this year!! Currently taking recommendations?! 
– Sabrina

12. PARIS, FRANCE – #becauseParis – Jenna

Where have you been or where are you going this Summer?
We want to expand our wanderlust list, so email us all your must travel spots at –