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HITMC Chat Summary – Measuring & Maximizing Social Media ROI

On October 22nd, the monthly tweetchat was hosted by the team at Agency Ten22 – which was a perfect fit given it was the anniversary of the company’s founding (10-22).

The topic they chose was Social Media Marketing, specifically how to best measure and maximize ROI. This topic was an extension of a session presented by Beth Friedman, Founder and CEO of Agency Ten22, at the Nashville Taste-of-HITMC event.

Below is a summary of the chat. Enjoy.

What is your favorite social media platform for work or industry-related news and why?

No surprises with the answers from the community on this question. Twitter and LinkedIn dominate the social platforms for B2B companies. Facebook only got a few mentions – mostly in a personal context.

How has social media helped you gain marketing leads?

This question generated a lot of great answers from the #HITMC community including:

  • Raising brand awareness
  • Driving people to downloadable content
  • Driving registrants to webinars
  • Connecting with thought-leaders and industry media
  • Connecting with friends and online colleagues

LinkedIn – Organic or paid/sponsored posts?

Overwhelmingly the HITMC community favored organic LinkedIn posts vs promoted/sponsored ones. Everyone’s experience was that by using hashtags and proper targeting you could achieve as much (if not more) than a paid/sponsored post.

What tools/methods do you use to quantify social media’s influence on sales performance?

Not surprising, the most popular answer to this question was sales inquiries from LinkedIn Ads, posts and comments as well as clicks from Google Ads and Twitter posts. For Twitter, most the community uses shortened URLs to ensure attribution is correct.

Of course, using marketing automation platforms like Marketo and HubSpot were the easiest ways to quantify the impact.

Kudos to Jess Clifton for sharing these great KPIs:

Hashtags – Do you have a minimum or maximum to increase the reach of your post? How best to use them?

The consensus from the #HITMC community on this question seemed to be:

  • 1-3 max on Twitter
  • 3-5 max on LinkedIn

Most agreed that you can have a larger number on LinkedIn because hashtags are placed at the end of the post, which is usually hidden “under the fold” and thus not as intrusive as on Twitter where they are fully visible.

A tip-of-the-hat to Claire Pfarr who shared this amazing/fun tool for hashtags

About the author


Colin Hung

Colin Hung is an award-winning Marketing Executive with more than 15yrs of healthcare and HealthIT experience. He co-founded one of the most popular healthcare chats on Twitter, #hcldr and he has been recognized as one of the “Top 50 Healthcare IT Influencers”. Colin’s work has been published in the Journal of the American College of Radiology, American Society for Healthcare Risk Managers, and Infection Control Today. He writes regularly for Healthcare Scene and here at Colin is a member of #pinksock #TheWalkingGallery and is proudly HITMC. His Twitter handle is: @Colin_Hung.

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