Let me start by saying that this isn’t one of those posts meant to bash social media marketing. I’m not someone who believes that Tweeting and Facebook-ing is always a total waste of time for companies. I think social media is very important, isn’t a passing fad, and offers an incredible opportunity for companies to connect with their customers, improve customer loyalty, improve the quality of their products and services through user feedback, and generate more sales.
However, I do believe that a lot of companies are wasting a lot of time and money on their social media marketing. Look, there are a million ways to skin a cat properly, but there are also millions of ways to do it wrong.
Whether you manage your own social media activities or you’ve hired a marketing company to do it for you, it’s important that you regularly take a step back and analyze the effectiveness of your social media marketing efforts. Are you achieving your goals? Hell, do you even have any goals, or are you just doing this because it’s what everyone else is doing?
Simply put, if you don’t see any measurable gains from social media marketing, you’re wasting time. If your goal is to make more sales, and you haven’t seen an increase in sales from your Twitter and Facebook efforts, you’ve been wasting time and money, and you need to think about tweaking your strategy.
If your goal is to improve customer retention by building better relationships through social media, you need to be tracking your customer retention rates and verifying that they really are improving. Otherwise, you’re just wasting time and money.
The point is simple. Grade your social media marketing campaign on a regular basis to ensure you’re heading in the right direction and getting the best possible return on your investment.