We recently got that feedback from a company that we were introduced to provide social marketing services and consulting. Struck a chord worthy of a blog post. It is a consistent theme as of late on what is the value of social media participation. How do you keep score? How do you measure ROI?
First, I will respond to the more “twitter followers” statement. SO WHAT? For all of those folks who are building massive follower lists on twitter without a relationship, are you really getting value out it in your business? Do you have a strategy to convert these “eyeballs” into business relationships and revenue or are you just collecting names to spam? Do you have a plan?
I think there is a middle ground. Despite working nationally and internationally now, I have been building a list of Atlanta based marketers because I couldn’t find one. I have published it and I am adding to it all of the time. It is my “give to get” to the community. Yes, I get followers from it and I get name recognition, but the real value to my business is that I am integrating that list into my offline branding. I am also giving back to the community.
I am interested in participating in the larger Atlanta marketing community because I live here and I want to be a part of it. I don’t get to many events due to family constraints; young kids and most meetings scheduled in the evenings or early morning right in the heart of family time. I do a fair bit of speaking so I get to talk about my favorite topic “social marketing”, but the reality is that I want to be more connected.
On the twitter front, I don’t tend to write pithy 140 character pearls of wisdom. I write longer, more meaty blog posts. I also don’t tend to forward research reports, or other content to my contacts because I want to create a reputation as a thought leader; hence why I spend the time that I do researching and writing my own take on the market. I use twitter to send out the headlines to bring people back to my longer blog posts.
So, in summary, I blog, I participate on the social networks, I integrate my offline marketing with my online relationships. I practice what I preach. Now if I had a larger marketing engine, I would be spending more resource dollars in building a sustained presence that reinforced our expertise, gave back to the market more original content, shared case examples, and tried to help the market synthesize the large amount of noise around social marketing. I do what I can do.
But, I don’t see having more followers as a way of keeping score. I would rather see a company or individual have fewer, better quality relationships that large numbers of followers on twitter. At least on Linkedin, you can get email addresses to build into your social CRM efforts. I actually send out an occasional email digest of my latest blog topics to my social contacts via email. This serves as a reminder of what I do, makes it easier for them to get the information, and allows them to forward as they see fit. I run an opt out program on those emails and I track the clicks, forwards, etc. The point is that a good integrated social marketing program can be qualitative and integrated, but a badly designed program becomes about meaningless numbers….
Now, that being said, you are welcome to follow me on twitter directlyat www.twitter.com/mmrosenhaft if you want the occasional headlines of my blog, or just sign up for the RSS feed. If you are Atlanta-based and in marketing, I am happy to add you to my list of Atlanta Marketers http://twitter.com/mmrosenhaft/atlanta-marketing.