When it comes to determining the Return on Investment (ROI) of social media, it can be very hard to put a stake in the ground, but it is similar to how people put projections on sales. If it is looked at with communication initiatives and integrated marketing then the time has come where you can place a more estimated projection. You must simply know what to measure, have the right tools in place, and be mindful of what areas are integral to your intentions.
(We can take you through various case studies – please see our website – and yet always mindful of client confidentiality).
As a rule of thumb, the most important variables to consider are the following:
- Market Opportunity
- Market Need
- Customer Service
- Online and Offline Marketing
- Key Message Differentiators
Then wrap it all into the framework of Intelligent Social Branding. Remember – this is an engagement model and not a broadcast model. You will be measuring how well the above eleven points generate meaningful conversation (retweets, likes, blog posts, etc.) and not just how well you’ve branded your platforms. It is a two way street.
Other factors that are important, and integral to social messaging, are key investors, social responsibility, and social initiatives. It is a wonderful effect of social media that audiences are more active and contribute to larger communal good. This is also your opportunity to bind your audience around a shared achievement, a wonderful boon to a young community.
Naturally, we keep abreast of latest tools, communities, and trends. This allows us to position our clients differently and make certain their messaging is world case. In short, Intelligent Social Branding is a wonderful creative exercise for any strategically minded person. It puts you in the mind of your audience along every step of the way.
(And Happy Rosh Hashanah to all you celebrate).