Are You Getting a Return on Your Social Media Investment?

Was 2011 finally the year that you started seeing a return on your investment of time and money in social media? If the answer is no, fear not — you are not alone, and there is more hope than you know.

There are still many businesses and organizations in Westchester that are not seeing positive results from social media, and there are plenty of others that have yet to enter the arena. On the other hand, there are also scores of social media success stories, and it’s easier than ever to learn from others, so you don’t have to duplicate the mistakes they made while finding their way to success.

I’ve had the opportunity to advise dozens of businesses and organizations over the past couple of years, and I’m constantly looking for patterns and trends that can better explain the do’s and don’ts of social media. I’ve found a bunch — too many, fact, for one column, but I have made a list of some of the ones I think are most useful as we prepare to head into the new year.

• Photos, photos, photos – Sounds obvious, but businesses are still not seeing the value of good photographs. With fierce competition for attention on all the social media platforms, interesting photography is a relatively easy way to stand out above others. A photograph can often convey more information faster than copy, and it certainly stands out on a timeline filled with written comments.
• Video – Video is a little more difficult to pull off than photographs, but it’s still a relatively easy way to show the world what you do, without a huge investment of time or money. Set up a YouTube account and post videos that give others an inside look at your business and the people who make it stand out from others.
• Interesting copy – Even with the effective use of photography and video, the written word is an important, and effective, means of getting your message out. The photograph might reel your audience in, but great written content is what often closes the sale. Writing is not an easy task for many people, but it does become easier with practice. If writing is really not for you, find someone who can help you with this important task.
• Build your network – Never before has it been easier to locate and communicate with others based on their activities, interests, location and other demographics. Use social media tools to build communities that can help you reach your objectives. I work with numerous restaurant and food businesses, and it became apparent that Westchester could benefit from a community that highlighted food through photography. The Westchester Food Facebook page was born a few days later, and now provides a way for restaurants and others in the food business with another venue to reach their audiences.
• Synergy and leverage – Social media can turn into an overwhelming chore if you’re not careful. Synergy and leverage are two words to keep in mind as you develop your plan. Content you create can be re-purposed, giving you far more bang for your buck. When you create content for a blog or web page, look for ways it can be transformed into a press release, column, or social media post. Photos and videos can be used on several different social media platforms, and should be saved where they can be accessed when needed in the future.
• Think like your customer – To succeed in anything related to marketing, advertising, public relations or social media, you need the able to set your preconceived notions aside, and think the way others think. How does a prospective customer see your business through their lens, not yours? Sometimes, your own experiences are so different from those of your target audience that you may need to consult with others to get an accurate picture.
• Win-win – Social media, by its very definition is “social”, and there are myriad ways you can help others as you pursue your own objectives. Often, these efforts cost you nothing, yet they go a long way toward pushing your social media objectives forward. Take a few moments to comment on the blog of a peer in your community. Recommend a business that has done a good job.
• Understand the numbers – Numbers have become a very important part of all aspects of social media, but numbers do not always tell the entire story. A business owner may hear that a Facebook fan is worth a certain amount, say $7, and then set out to acquire as many as possible. In truth, some fans are worth far more than $7, and others are worth nothing at all to your business. If the effort to bulk up the raw numbers important things like target demographics and the sequence of events required to make a sale, you may be simply wasting your time.
• Quality > quantity – When it comes to almost any aspect of social media, quality gets the nod over quantity. Make sure that the content you produce is of value to your target audience. If you provide small morsels of quality content, your audiences will remain hungry for more.
• Consistency > quantity – While quantity may not be of paramount importance, consistency is. Remember the saying, “Out of sight, out of mind.” You need to post your content regularly — on Twitter, Facebook, YouTube of your blog — or people will forget that you’re there. Consistency also bolsters your reputation as someone who is reliable.

One of my favorite examples of someone who understands all of the above principles is Seth Godin, who puts out a daily blog that is almost always informative and entertaining. Some of his posts are a single sentence in length, while others are much longer. He doesn’t waste words, nor my time — but I can count on him to create something of value each and every day.

I’d like to hear from you if there are any important things you think I’ve left off this list. Do you think I’ve missed the mark on any of the above points? Write a comment below and keep the conversation going. In the meantime, I wish you the best for a great holiday season, and a Happy New Year.

Chris S. Cornell is the Director of Social Media at Thompson & Bender — a Westchester-based PR, advertising and marketing firm. He manages several online communities, and consults, speaks and writes about social media. You can follow Chris on Twitter, or join the community he manages on the Westchester Social Media Facebook page.

Adam Stone

Adam has worked in the local news industry for the past two decades in Westchester County and the broader Hudson Valley. Read more from Adam’s author bio here.