Social Media Return on Investment: Engagement brings results
A True Story
There once was a champion of all things social media, who built an enormous following on platforms like Twitter, Facebook, and others.
She practiced what she preached, so each day she took time to start conversations, respond to those who tweeted, and practice simple manners. Saying things like thank you. Things that weren't exactly about social media return on investment, but things she did nonetheless.
So one day, she started her day doing what she always did. She spent time searching out those who had found her message valuable and had shared it, and she responded to their generosity of spirit.
On this particular day, she did the same. Just like always, social media return on investment was the farthest thing from her mind. And on this day, one of those thanked included a boutique owner new to social media but determined to learn from the best how to build her business using this technology.
After looking at this particular boutique owner's profile to learn more about her, the social media champion sent back a kind of message she always did. "Thanks for the RT – how's your day going?"
The boutique owner was surprised that someone with tens of thousands of followers (not to mention a sizeable social media business) might take the time to respond personally respond to someone with so few followers. She wondered why someone so savvy would engage her, without any obvious social media return on investment at that very moment. And as a result, she began listening, subscribing, and purchasing everything that came from her newfound mentor about building engagement and business on social media.
Her new teacher announced a conference about the very subject of return on investment in social media. She bought the first ticket, along with assorted other items.
At the conference, the boutique owner sat at a table with a variety of other business owners. Her table mates included a woman with her own social media consulting and management business, not to mention a sweet Southern accent that she'd paid to try to lose in the name of sounding more "professional" and "less Southern belle." She'd failed at losing it completely. She also had a passion for teaching other women, moms, to use the tools of social media. "Return on investment" in her mind was creating enough business for herself and other moms to allow them to stay home and raise their children without always having to worry about money.
The boutique owner happened to love all things Southern, and was utterly charmed by this woman with a gentle drawl who lived her passion of empowering moms in business.
And, for the first time being totally herself, Southern accent, values and all, the boutique owner and the new social media consultant talked on and on. And very naturally, they came to the point in their conversation where they both realized she'd be more effective in her business by outsourcing her social media. Return on investment would just be higher, outsourcing to a professional social media consulting firm, rather than trying to do it all herself.
From a Tweet of thanks, to a conversation infused with simple honesty and integrity, to a sizeable social media contract. This is the power of engagement and social media done right. This is the real potential of social media return on investment.
If I could give you just one takeaway from my story (hard to make it just one!), it would be this: Be yourself.
It's so tempting to try to be an impersonal professional and leave the real you out of the picture. But time and time again I see this in my own business: People want to interact with real people, not cardboard shells. And while some people might not like the real you, other people – your ideal client – absolutely will, and seek you out to do business, if you just let them!!!
Via Assist Social Media