12 Apr

The Truth about Social Media ROI

Published in: Blog
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Social media ROI is a hot topic right now and for good reason. Businesses want to know when they are going to get “paid” for all this social media work they are putting in. It’s a valid question.

The answer to that question varies though. It depends. It depends on what kind of business you are. . It depends on much effort you are putting into social media. It depends on the message that you are sending to your audience.

The benefits of social media are mind blowing. Never before have you had access to so many people with such little effort. Combine the growth in audience opportunity with the changes coming for Internet search from both Facebook and Google to include social data, it is imperative that you are on social media.

To start measuring ROI, first let’s look at how you are using social media . There are basically 3 types of social media users (for business): the people that aren’t doing it at all, the people that are “half-assing” it by posting once in a while, and the people that engage with their audience daily. If we apply that with traditional marketing, the effect will be the same. The people that don’t advertise on TV or only advertise once in a while, won’t see any results.

If you aren’t seeing results and you are putting in a lot of time, you may want to review how your time is spent. To apply this in a more traditional way, maybe your television ad sucks? Social media is a place to engage your audience, not throw advertisements at them. Stick to helping out your audience. The value to your company is the branding that is done when people share your content. More value is added when you create a connection to an individual. They may not buy form you today, tomorrow, or even next week. But when they need your product or service, they’ll come to you. Better yet, they may tell some friends about you.

If you are having trouble with ROI, it may be time to look at your investment more so than the return. The two go hand in hand.


Last modified on Friday, 12 April 2013 20:10
Chad VanCalster

Chad VanCalster is a businesss development specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas. A Computer Science graduate of Northeast Wisconsin Technical College, Chad started his career consulting for large corporations in the northern Wisconsin region, including Wisconsin Tissue, Georgia Pacific and Schneider National, among others.

Through experiences with marketing within his own company, Chad became a student of Internet Marketing, with a focus on Social Media.  That eventually branched into helping clients with THEIR Social Media Marketing.  Chad is an expert at using social media to expand your credibility and impact in your chosen markets.

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