MediaPost released the results of the Chief Marketer 2012 Social Marketing Study, a survey of marketing professionals. While 76% of respondents are currently using social media as part of their marketing, they expressed several frustrations.
SalesForce has pulled together some takeaways and resources to help marketers overcome these social media obstacles.
It’s Hard to Calculate True ROI
At 56%, this was the biggest frustration for marketers. While social media metrics on their own do not ROI make, correlating these metrics with overall business objectives will allow you to calculate the return on investment of your social media efforts. We go over the fundamentals in 7 Steps to Measuring Social Media ROI and cover seven essential equations for social media measurement. If you have more time, check out the below webinar on ROI with and be sure to download the ebook.
It’s Hard to Link Social Engagement to Sales
When linking social media metrics to sales, you need to look at conversions or the number of people who took action as a result of your social media efforts. Create landing pages and promo codes available only via Facebook or Twitter and use web analytics to help track your referral traffic. You can also cross-reference inbound leads with your social media subscribers to measure conversation rates for your customers who follow you on social media versus those who do not. A CRM system will help you track your lead sources and how many convert to sales. For more on this, download SalesForce’s ebook, 5 Steps to Effective Social Media Measurement.
Curating Content is Too Time Consuming
While some brands and agencies have full-time teams dedicated to producing content, it is an achievable goal for brands of any size. Creating content takes time, but doesn’t need to be time consuming if you delegate your resources. We give you some ideas for how to organize your social media editorial team here. If your team is small, consider having members from other departments in your organization create or collaborate on content, whether it is a blog, ebook, or webinar. You likely have lots of employees outside your marketing team who would be willing and eager to help out. Don’t rely on your internal team alone – turn to your customers and industry influencers to contribute as well.
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Want to see how to get an ROI from Social Media? Check out these fun videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
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