Sunday, June 7, 2009

Getting to the ROI of social media takes some time and excellent planning

As someone who works in social media and traditional public relations, I am often given the "What's the ROI on your work?" On Tuesday, I have been asked by the San Antonio chapter of the International Association of Microsoft Certified Professionals to speak again for the second time in three months. Somehow, I must have wowed them as they are asking me to speak on the "ROI of social media."
For most of us, the term ROI translates into "return on investment." However fellow MYSA blogger, Jennifer Navarette would call it "return on involvement."
And that's the focus of Tuesday's speech. I will be speaking on why people should get involved with social media.
However, "newbies," a term sometimes given to those new folks on Twitter, need to first come up with a plan concerning strategy to truly generate the second type of ROI.
So, for those of you who aren't member of the IAMCP (or have no interest in joining), here's a quick overview of how to create a simple planning strategy.
First, if you have a blog, it's important to determine the mission statement. After completing that, you should start an editorial calendar. Andi Narvaez, a fellow social media and public relations professional at KGBTexas, pointed out about five weeks ago at a San Antonio podcamp that people need to have an editorial calendar. I agree with her in that just like most trade publications, an editorial calendar provides a guide of topics and issues that should be covered.
Another important point to social media is to build a following. One of the most difficult things about Twitter is building a base of followers. However, by using a tool like the one located at, it's easier to find others with similar interest.
Lastly, social media efforts take time and effort. I liken it to the pioneers on the Oregon Trail. At first, it seems like you're looking at the same prairie and buffalo, but after awhile, you start to see the mountains and then your destination. The return on involvement for a business social media campaign is like taking a wagon train 1500 miles. It will take time and effort, not to mention a few roadblocks, to reach a point that someone will see the ROI for their efforts.
(Note: If you belong to a service club or a business organization and wish to have someone speak on the topic of social media, please leave a response at the end of this blog. I will respond to them in a timely manner.)

1 comment:

Andi Narvaez said...

Thank you for the mention Matt! Have And props on the Oregon Trail analogy :)