Getting Honest About Social Media Marketing
Tonight, I’m going to propose an idea about social media participation and social media marketing.A majority of the marketers that participate(Click here) in social media do it not because it will yield a higher ROI (professionally); however, they do so because the results are more immediate and rewarding emotionally.
Engagement on social media can be achieved by making your name on Twitter and growing your network on Facebook. Growing your number of users on Digg or ramping up your profile on forums or a specific service results in some highly compelling outcomes. Making changes to title tags, tweaking internal links, and writing an essay about an uninteresting, non-business-related subject can result in a more immediate return on investment per hour; however, the results do not feel as satisfying emotionally.
I’ll show, not explain.
Let’s say that I have exerted some effort in attracting more relevant traffic to my website. I notice that a particular phrase is driving excellent quality traffic using my analytics and choose to try to get a better ranking for the keyword. Conduct a little external link research, locate the best places to create an index.
and maybe even acquire only a few external hyperlinks. Alter titles, H1, and some of the content on the page to create a call to action that is more prominent and memorable.
Located a few crucial pages on my website (the Top Pages tool does not do well in this regard) and added some quality internal hyperlinks. My rankings improve by a few spots, and I notice an increase in traffic over the following week.
My conversions increase, and my business earns hundreds of dollars in signups each week after. I can monitor my progress with analytics:If you’re an accountant or a manager focused on their bottom line, it’s something to be proud of. The fact that you’ve seen 59 conversions this week as opposed to. 53 last week is an increase by more than 10% in just a single day’s effort. Repeat the process, and you’ll see something remarkable to show for it.
However… From an individual emotional, human perspective, marketers think it’s not as satisfying as the most superficial social media interaction.
Instead of a day spent in my world of SEO and conversion optimization, I step out into the world of social media. I determine that I have to increase my social media account’s reach to ensure that when I send out messages, they are seen by a wider public. When I connect with my networks.
I can discover more influential contributors; more people will click the links when I copy and paste links. From the marketing perspective, it’s all tremendously important, helpful, and relevant things.
However, let’s face it – the thing that marketers (and human beings as a whole) enjoy with social media is how the metrics appear:
Feedback loops on my Facebook give me many requests for friends, events invitations, group invitations, update statuses from my networks, as well as images of people who I have tagged.
Twitter gives me a glimpse of what is happening in the SEO group is talking about, and also how they’re talking about my name.
StumbleUpon provides statistics on what kinds of content are driving traffic and reviews.
Now, I’m able to find solid and logical arguments for why examining and responding to these questions is essential. I’m able to justify the rationale behind changing my status, adding new people to my friend’s list, responding to feedback.
and building relationships are essential in terms of branding, marketing, and overall performance metrics for the business. Indeed, we’ve obtained statistics to show the value of our website from social media.
Twitter on the last spot with more than 10K visits to our website! That’s huge.
The problem is… It’s also among the lowest-converting website traffic for any other referral source, less than half of the total Google referrals.
I admit that direct referrals are not the entire story.
Also believe there is a fundamental branding, marketing, and acquisition value in the engagement, traffic, and time spent on social media.
Am concerned about whether the intangibles are worth the investment.
In all of my social media scenarios, feedback and numbers are coming from real people I can interact with and hear back from or engage in conversation with. The days of stale figures and lines as the sole remuneration for my efforts in marketing have come to an end.
I’m not an SEO geek battling an algorithm and a shady searcher when I am engaged in marketing via social media. I’m an ecstatic social butterfly who is blossoming within the realm of Twitter and Facebook, which are the same platforms that the media rants about throughout the day (when they’re not stricken by the swine influenza epidemic or swine flu, that is).
The problem isn’t that social media isn’t practical. There is a chasm between the business and financial worth of specific marketing initiatives as well as the psychological impact of the metrics that are associated with them:
Bottom-Line ROI
Metrics
Social Media Marketing
Moderate to Low
(depending on industry, focus & goals)
Instant, emotional personal
Moderate to High
(typically)
Dry, slow to collect mostly numeric
We’re all human, and many of us are free from the emotional burdens that come with the label. It’s not easy to invest eight hours of traditional research, creation of content, and link building only to get results a few weeks later in an assortment of numbers and lines. When you apply the same amount of time tweeting, blogging or blogging could result in hundreds of reactions, 30 retweets, and 18 brand new followers. This feedback cycle is quick as well as personal and satisfying. It’s satisfying to be acknowledged as well as to be heard and to be engaged. This is how our brains function, and there’s no reason to fight it.
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