3 Reasons the “ROI of Social Media” Debate Continues

After years of case studies showing social media’s power to connect people (customers, partners, and employees), you would think the debate would be settled.

It’s not.

In fact, it’s just beginning in some companies…now in a new way.

While nearly everyone is probably willing to admit there is some value to social media and that “it works”, a new question is arising.

Exactly how much is it worth?

This video parodies what’s going on in some companies as the new year begins.

How do situations like this happen?

Sometimes decision makers are not educated enough on what they were buying, had their expectations set too high, or don’t have patience to see it through.  It might even be a combination of all three.

Here are three big reasons why leaders are beginning a new round of debates about the value of social media in the marketing mix:

1) Poor Education


Leaders are not being educated on what they are buying, how long it will take, or what it actually does.

Sometimes, overzealous marketing leaders used the “Everyone’s Doing It” pitch and got approval without explaining that social media is a new kind of war, not a single battle.

2) Wrong Expectations

Have you heard or said things like:

  • “Social media is free advertising!”
  • “Social media will make sales explode!”
  • “Let’s make it go viral!”
  • “We won’t have to spend money on other expensive marketing routes.”

In reality, using social media is only one part of building a modern business.  Setting expectations too high, too fast, or too easy makes for trouble.

3) Lack of Patience

Some leaders have been properly educated with correct expectations, but just don’t have the patience.  Their ADHD leadership tendencies make them lose focus or patience and they withdraw support so they can focus on their next great strategy.

 

Social media is not a strategy.  It is a method of communicating.

Communication can be good.  Communication can be bad.  However, for most industries there is no way to calculate return on investment of communication.

It is everything.

If you choose to do social media poorly, you are choosing to do business poorly.

Don’t stop something you’ve started because you’re impatient or afraid.  This social media stuff isn’t going away and your competitors are only spending more time and money each quarter on finding ways to connect with your clients.  Ignore it for too long, and your clients may begin to ignore you too.

Finish the debate tonight,

Aaron@Biebert

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