Social Media ROI – We’ve Been Looking at it Wrong!
Let’s face it … the elephant in the room, the question always asked and a provided answer that’s either spun, avoided or honestly answered that leaves very few people happy: What’s the ROI of Social Media?
While there are so many ways to use social media for your company/brand …
Twitter can be used as a customer service tool like @SearsCares
Pinterest to help people showcase your products like kitchenaid
… I just read an interesting article by Adobe that finally put to words what we’ve been saying all the time but in a much simpler way. Look at the first clicks, not the last click!
I admit it, as an online marketer, we tend to view that last click that lead to a sale as our means of ROI measurement. More sales from Google ads = more marketing budget sent in that direction. But what if that’s wrong?
Ever hear of Blendtec blenders? How about those funny “Will it blend” videos?
They are still going strong and still make us chuckle. Frankly, I enjoy the videos and when I need a new blender? I can’t help but think of Blendtec. Even when I see blenders in the store, the first thing that comes to mind is … “Will it blend?” Prior to this concept and videos … I’ve never heard of Blendtec. Know what? How many of you never heard of them until reading this post and watching the video?
Exactly. First Click.
The article from Adobe provides a more detailed social behavior reality and one that we also have probably done ourselves. The article also provides side to side comparisons between first and last click scenarios. I encourage you to take a look at it and decide for yourself.
Looking at past and current clients, it’s the social marketing efforts that bring a brand to life, engages with people and brings awareness of a company, product, brand or service.
What are your thoughts on the ROI or ROE (Return On Engagement) of social media? Would love to read your views in the comments below!
Jennifer Stinnett is founder of eJenn Solutions, Inc. She shares social media marketing tips and ideas for small businesses. Be sure to check out eJenn Solution's how to's on the eJenn Solutions YouTube channel!