Recently, I wrote that it was time for leaders to get on board with social media. Some were confused.
What did I mean?
A few people thought I was advocating for huge social media marketing budgets and ignoring the need for a return on investment (ROI). I don’t like wasting money, so I need to clarify the difference between opening an account on a social networking channel and doing full-fledged social media marketing campaigns with original content.
There are varying levels of investment.
A sliding social media investment scale starts with simply opening an account and ends when an organization is actively creating content and launching innovative social media marketing.
There is no guarantee of a proportionate return on an increasing investment. The more you invest, the higher chance that you could be wasting resources. However, the less you invest, the higher chance that you’re missing out on new opportunities. The most successful marketing leaders will find the sweet spot for their organizations.
To illustrate, here are the 6 levels as I see them, along with some examples:
Level 0) I can’t find you on Facebook, Twitter, or Linkedin
- My mom
- Columbia St. Mary’s Health System (Check out their YouTube button)
Level 1) Offering a One Way Communication Channel
Level 2) Listening and Learning
Level 3) Engaging
Level 4) Content Sharing
Level 5) Content Creation
How much do you need to do on Social Media before you begin wasting resources? That is the Billion Dollar question. Let me know if you come up with the answer for everyone.
What’s your take?
Have a great night,
Like this blog? Subscribe to “Thoughts from an 8pm Warrior” via email