We have learned so much over the semester in regards to what social media channels to use and what social media channels are going to attract engagement. But all of these integrated marketing efforts don’t mean anything with out a specific goal: making money.
In a previous blog, I touched on the affects of social media on intimacy. Is social media making us less likely to interact with people on a daily basis? While I still feel that in some cases, yes it is, I see Tufecki’s point of view that social media can also break down barriers of communication as well. Social media allows us to connect with people in other cities, states, and countries that we might otherwise be unable. Military families are a perfect example. Using Gchat, or Facebook chat, Skype, and YouTube and other sharing platforms makes communication a click away, as opposed to weeks away via post. A close friend who is getting married this weekend has kept me apprised of her wedding details all through social media. From the bachelorette party to the details for wedding day hair and make up, everything was communicated through some sort of social media. However, we must be able to capitalize on this overwhelming presence of our lives on social media.
Seiter tells us that having a clearly defined goal of a social media campaign is the only way to measure the success of it. For example, a holiday push on social media for a collaboration with boudoir photographers (offering a discount on lingerie to anyone who books a photo shoot with them) can only be measured through the amount of people who book and cash in that discount. Unfortunately for me, clicks and likes do not always equal sales. However, I can use analytics to assess which merchandise is receiving the most clicks and likes, and in turn use that to choose which products I order for the store.
Aside from hopefully generating more sales, the real value to me in social media is creating brand value and awareness. Popescu gives us five tips to increase my ROI, while at the same time, continuing to build an expression of brand value:
Engage: continuing to talk to my customers, ask them questions, include them in the buying process.
Be authentic: using my real voice, having fun with social media, not trying to market The Pink Petticoat as something that we are not.
Keep content premium: sharing content that reinforces The Pink Petticoat brand, expanding the content shared beyond lingerie, promoting overall sexual wellness as well as romance.
Integrate real time apps: using Twitter and Instagram to share the action at the store during events, buying trips, holidays season, etc.
Experiment: not being afraid to try new things on social media, holding contests, giveaways, and fun new things that attract engagement.
What are other ways I can measure ROI on my social media posts?
Should my business goals for social media be more that measuring profit?
Do you use social media to foster relationships with people that you would otherwise fall out of touch with?