Is it really worth investing your business’ time and resources into Facebook, Linked In, Twitter? How do you measure the return on your investment?
With millions of new users signing on daily, it’s a medium you can not afford to ignore. Just as email was once viewed by many as a new fad, it’s now a daily necessity.
So how do you measure return and how should you convince your organization that they should let you hang out on facebook all day? It’s really no different than how ROI is measured on your other channels of communication; print, radio, online, television, etc. Tools like Google Analytics make it easy to accurately track unique visitors, impressions and geographic origin among dozens of other statistics when you use social media to link back to your organization’s website. Online news alerts set up to track your new product or services key words can also be used to provide immediate feedback about how your efforts are harnessing the power of online information sharing.
The staffmember’s time online and the resources used to accommodate your in-house social media staffer must become part of your strategic communication plan and budget. We wouldn’t run an ad campaign without carefully measuring our investment.
Social media is no different, it just requires us to once again shift our thinking as the world becomes interconnected by virtual cocktail parties going on 24 hours a day. Whether you’re in the room or not, there’s a conversation happening online. Are you part of it? Research, Plan, Execute, Measure Results.