Is it Strange to Expect ROI from Your Social Media?

This is probably the #1 question that potential clients ask. They always want ROI (Return on Investment). But gaining ROI is a tricky business, and there are a number of factors to consider. For instance, what if I drive customers to your website, and it’s a mangled mess of spaghetti where they become lost for hours?

Photo by Schezar

Social Media Managers Can Only Do So Much

As social media managers, we can only do so much. We can’t fix your badly damaged website. Sorry to be so blunt, but a bad website will make users leave immediately, with a bad taste in their mouths. You might like this article: What Can a Social Media Manager Do for You?

What is the Customer’s Journey?

The customer’s journey must be considered when thinking about social media and the ROI. Here’s an example. A friend of mine recently tried to order medical supplies on a website. She received a message to order over the phone. She ordered over the phone, supposedly with success. One week later, she received a text that her doctor had not written a prescription, immediately before a four-day weekend! She still has not received her supplies, and she is not only frustrated, but she pities the people who have to work at the medical supply company. If you’re looking for a better website design, hiring a designer like my friend Karen Sielski’s Level 10 Creative could really help.

What Do You Sell?

Another consideration is what you’re selling. So driving traffic from a tweet to buying a car? That’s a huge leap. But we can make your potential customers aware of your business, and perhaps lure them with an open house or a special offer (for brick and mortar stores). For online businesses, driving traffic to sign-ups for classes is also possible. We can help create trust and rapport through social media engagement. The sales part is up to you for the most part. Here’s a guide to social media engagement that you might like: How to Engage on Social Media: the Complete Guide.

Measuring ROI Is Possible

That said, measuring ROI is possible, as this article Ultimate Guide to Measure Social Media ROI outlines. And notice the modest goals chosen to measure (email list sign-ups, for instance), transforming a casual user into a lead.

How Do You Measure Success?

I’m certain that I’ve left something out. What ways do you measure your success? Leave me a comment! And thank you!