ROI. That’s what the success of all marketing campaigns are measured by, right? And social media marketing is no exception. The cost of social media — mainly time, expertise and manpower — needs to show some measurable benefit, or else there’s no point.
Some campaigns are born of the misguided concept: we have to do it, because every one else is. But “keeping up with the Jones’s” is just a morsel of an achievement, compared to the feast that could be savoured if it were approached properly. Having a campaign strategy — and setting goals that make a difference to a business’s bottom line — should be the number one priority.
But what sort of concrete pay-off can a business expect from investing in social media? This video from Socialnomics sums up the tangible benefits to be enjoyed:
