If you're new here, you may want to subscribe to my RSS feed. Thanks for visiting!
One of the problems that most social media marketers have is justifying the time and resources to dedicate to starting a social media campaign. That’s because management usually wants to tie everything back to an exact ROI.
They want to see that five hours of time was put into the campaign and it resulted in $X in sales. It’s then easy to see whether or not it’s worth dedicating more time to the campaign because it should be a simple lather, rinse and repeat process.
That might have worked in the days where direct marketing ruled, but those days no longer exist.
The crux of social media marketing is that it can’t be tied directly to ROI. There are so many other important aspects that social media campaigns cover such as brand awareness, customer service, brand monitoring and crisis management.
None of these can be put into a spreadsheet and justified with an ROI measurement. They are all the intangibles that will lead to a better customer experience or help to keep your name in mind the next time someone is shopping for your product. In order for your business to succeed online these days, it is almost necessary to have a social media campaign in place.
