Every business wants an “ROI” from their social media activity…just as they would from every other aspect of their business. However, ROI is not always a linear path when it comes to social media. For example, a “like’ has different meanings and produces different results on different platforms.
I love this article about how much time and money small businesses spend on social media. Keep in mind that social media use, reliance upon, advertising and analytics are consistently increasing. Because finding and posting content takes up the most time here are a few ideas to help you be more efficient at it:
Your social media marketing goals should solve a current business challenge. This challenge should be something that realistically social media can be an avenue to help you solve. For example, if your business goal is to reduce your costs, social media can be a resource to help you find new providers, but that information most likely is not relevant to your customers or target audience. Identify pain points across your entire organization and focus on the ones that are 1) relevant to your target audience and 2) can realistically be obtained through social media. It is easy to be seduced with numbers so remember to stay focused on your goals and develop a strategy around that.
If you only look at the numbers your initial thought is probably “I want the one million because even if they aren’t interested, they probably know someone who is.” That is a fair point, however, if they are not interested, why would they share any of your posts or information?
Remember people don’t care how much you know until they know how much you care. So continue to nurture your existing relationships and focus on building new relationships with those who can help you spread your message—include them in your tribe. Here are some tips to help you do this effectively: