Earlier this week Social Media Club – San Francisco hosted an event titled “Can Social Media ROI Equal Sales” – a highly relevant topic for marketers today. The event triggered a lively discussion around trends in social media and there were lots of key learnings provided by the panelists – Jason Miller (@JasonMillerCA), Social Media and Content Strategy at Marketo, Koka Sexton (@kokasexton), Senior Manager, Social Marketing at LinkedIn, and Adam Metz (@theMetz), Product Marketing at Firespotter Labs.
Photo credit: Kristie Wells (@kristiewells)
The takeaway? It is possible to tie social media efforts to your bottom line. Thanks to technology, there are lots of options that make measuring social easier than ever before. The key is that you have to do social right. There are several things marketers need to keep in mind and can do to help optimize engagement and drive more demand from social media.
1. Know your audience. People on social media do NOT want to be sold to – they are looking to be entertained, educated, and informed so you have to provide content that does just that. Ditch the marketing speak, provide educational content, and be sure to have a little fun with it.
2. Don’t be afraid to try new things. Let’s face it – when it comes to social media, no one has all the answers. In fact, up until three years ago most people still believed “social” was a fad. Therefore, it’s important to try new things and take risks. Marketo has seen huge success from doing just that. Back in October, they took an image of the Godfather baby and added the text “My father taught me many things. Keep your leads close, but you opportunities closer.” The meme, which resonated with their target audience, drove an incredible amount of social shares.
3. Don’t give up. When companies say that social media isn’t working, a lot of the time it’s because they’re giving up too soon. The nature of social media is all about developing and building relationships, so you can’t expect to transform followers into leads overnight. The reality is – it takes 7-10 clicks for a lead to become an opportunity. If you think about that in terms of content – that’s a lot of content!
When it boils down – social media is about being social. It’s not rocket science. People want to do business with people they like and trust – and social media can help expedite that process.
Social Media Club San Francisco hosts monthly educational and social events focusing on hot topics in social media. For more information, or to find a chapter near you, visit http://socialmediaclub.org.