We often hear the question, “How do you measure ROI with social media?” It’s a valid question, or is it? Any good digital marketing strategy requires application of ROI.
What about “ROC,” or Return on Conversation as a measurement tool? Yes, it’s a subjective measurement because your attempting to measure the “buzz” or the “bull” related to your social media campaigns and efforts. Social media as a tool to talk to your customer-or better yet to listen to your customer-may be the most valuable benchmark for this new and evolving medium called social media.
Is social media a fad? No. It’s hear to stay so learn it and live with it. I learn something every day as I navigate the social media landscape. In addition, having a conversation with your customer is as old as time. It works. No question about it.
So think about social media as yet another way to listen, talk, and respond to our customer. The simple return of a Tweet, E-mail, or LinkedIn message may carry far more weight than you think. Monitoring your conversation both within and outside of your company is critical for an effective social media strategy. Listen to Liana Evans as she talks about Return on Conversation. Her new book, Social Media Marketing: Strategies for Engaging in Facebook, Twitter, & Other Social Media, is worth the read:
What do you think?
By Stuart Atkins
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