Companies around the
globe are throwing their marketing weight behind social media, but how do they
know it’s really worth the effort?
One of the biggest issues for many brands today is trying to
find a way to tie their sales data to their social media programs to justify
the time and resources spent on running a social media campaign. Essentially,
they’re trying to ensure that social media marketing offers a worthwhile return
on investment (ROI).
Good news for some, as Social Media Link (the company responsible
for the Smiley360.com social influencer platform) is partnering with Web-based
retail promotion company Incentive Targeting. The deal will help Social Media
Link integrate sales data research and analytics into its brand advocacy
This pairing will be able to help brands uncover the exact
dollar impact of its influencers who test and review their products, and
those who are influenced by reading said reviews. They can do this because
they will be given access to anonymous retail sales insights from participating
retailers (those involved in the Incentive Targeting national retail network).
Ultimately, the goal here is to use this information to drive
in-store actions and purchases.
The partnership will utilize Social Media Link’s
Single-Click Sharing Technology tools, used by Smiley360.com consumers to
publish product recommendations to their social networks. Incentive Targeting
will be able to track brand and category usage before, during and after a
Smiley360 influencer program by anonymously linking the social behavior of its
users and their followers to in-store purchase data.