Author: Ashley Zeckman / Source: Online Marketing Blog - TopRank® After years of using “fuzzy math” to calculate the value of social medi
After years of using “fuzzy math” to calculate the value of social media marketing, marketers are being tasked with generating and showing true ROI. But the truth is, ROI isn’t always just about revenue.
Depending on brand objectives, social media ROI could mean everything from awareness and social engagement to visitors to the company website from social media platforms.
If you really want to make social media marketing a major part of an integrated and omnichannel digital marketing strategy, use the tips below to lead your way.
Know What You Want to Accomplish
Set goals. As with any digital marketing tactic, knowing what you want to accomplish before you start will help guide your way.
Document your strategy. Taking the effort to document your approach will help you weed out useless activities that will not impact your goals.
Understand when to adapt. Social media platforms quickly evolve. And as the algorithms and user behaviors change, so should your approach.
Focus on Building Real Connections
Take an interest. In order to connect with your audience, you have to understand who they are. Take an interest in who they are, what they care about and who influences them.
Encourage interactions. Strive to entice your social media audience to interact with your brand and with each other. The more conversation that happens back and forth, the more connected they’ll feel. Also, many platforms allow for polls, voting and other opportunities for interactivity. Test on your audience and see which ones they respond to.
Speak human. All too often, brands take on a much too formal tone for social media. And…