I was talking with a client the other day who was lamenting the fact that her friends, likers and
followers continued to grow each week but that she wasn’t seeing any direct connection between that and an influx of business. She felt that it was her face-to-face networking that was paying off the most — a fact that I wholeheartedly agree with.
There are times when I feel that social media is like shouting into a crowded room. Your voice gets carried away in the crowd of people that are also shouting. Yes, we know that social media is a “necessity” because the competition is doing it. With the proliferation of social media sites: Facebook, Google+, BranchOut, LinkedIn, Klout, Tout, YouTube, industry specific social media sites, etc. You get the picture. Whew, how can you keep up? And more importantly how do you get your voice heard? Truthfully? Who knows.
There is the Rule of Three that seems to make sense in social media circles: Follow three people/businesses a day; like or comment on three posts; post your own status updates three times a day. If you’re involved in all of the above mentioned sites that means you should be active on all of them, and yes, that can get to be a daunting, time-consuming task.
Is it worth it? Can you measure your ROI on social media? For some businesses the answer is a resounding “yes!” for others it may be a resounding “maybe!” If you want to measure the engagement of your social media fans, run a contest or ask a question or offer money off your goods or service if the individual uses a coupon code you put on your social media pages — these are ways to let you know where/how people are finding you. Can you convert those individuals to clients? Chances are good… if you follow up and follow through.
Back to my client… her comment on face-to-face networking appearing to be the most beneficial — to that I agree. Nothing can take the place of getting out of your office or out from behind the keyboard and shaking hands with people. Remember too when you’re on social media that it’s the “social” part you want to emphasize.
How do you measure your social media ROI?