No matter how good your marketing campaign strategy is there is absolutely no way you can convince your clients about that unless they see solid evidence in the form of ROI. The problem is, a lot of marketing experts aren't very good at or very sure of the right way of measuring their return of investment when utilizing social media.
Here's a quick run through of the basics on how to do just that:
Measure the audience's engagement. This is probably the easiest and most logical way for ROI measurement, by finding out how many likes you have on Facebook, or the volume of followers you have on twitter, as well as other consumer affiliations that you have. By keeping a data base of these conversions you can determine or at least have a good estimate how many social media connections your campaign was able to deliver. For tracking the success of specific posts, you can use Twitter Analytics, Facebook Insights or other related tools.
Using the CTR metric. If you want to measure your ad's success on social media using click-through rates is a very effective metric with online promos. In here you will know how frequent your target audience see your brand, ad, or keyword on specific sites, click on it, or follow it afterwards. You can easily download a CSV file of these metrics for you to view the impressions and CTR on each site.
Analyse the people's tone of conversation. This is very helpful information especially for those involved in cold calling because you will have a pretty good idea of how people feel and think towards your product, brand, or company. You can do this manually but to save time and energy you can use tools like Social Flow, Klout, or HootSuite to make life easier for you. In here you can easily link your social media accounts and monitor everything that's happening on your dashboard.
Finally, once you have mastered the basics of social media analytics, you might want to take a step up and invest in a dashboard that can be customized according to your needs. This will allow you to monitor real-time feedbacks involving all of your online accounts. Furthermore, you will be made aware of the current opportunities and trends that can be useful in your marketing campaigns.