Positive ROI on a Twitter Campaign

Getting results from Twitter campaigns are rare but Computerworld had an interesting article on the Georgia Aquarium which sold 2,500 admission tickets through Facebook, MySpace and Twitter earlier this year.

To get its social media followers to take action, the aquarium offered 25% to 40% off admission prices from February through May to people who followed it on Twitter or signed on as Facebook or MySpace fans.

The campaign used a specific URL for the promotion which allowed the aquarium to track sales directly, according to Dave Santucci, vice president of marketing and communication.
Buy using a specific URL for the campaign the Aquarium was able to measure the ROI of the campaign.

That’s a clear and trackable ROI, Clark says. “We had zero sales through social media last year, so it’s infinite growth,” Santucci says.

What made the Twitter campaign successful was that the Aquarium had a clear goal for the campaign (increase ticket sales) and they were able able to track results (specific URL).