{"id":3163,"date":"2013-07-23T02:59:34","date_gmt":"2013-07-23T02:59:34","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/why-social-roi-is-the-bermuda-triangle-of-online-marketing\/"},"modified":"2020-01-16T22:44:35","modified_gmt":"2020-01-16T22:44:35","slug":"why-social-roi-is-the-bermuda-triangle-of-online-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/why-social-roi-is-the-bermuda-triangle-of-online-marketing\/","title":{"rendered":"Why Social ROI is the Bermuda Triangle of Online Marketing"},"content":{"rendered":"<p>ROI has pretty much been the Bermuda Triangle of online marketing. Everyone knows it exists somewhere, but few who have ventured out have ever returned. Perhaps the reason ROI has been such a complex area to navigate over is because we don\u2019t really understand it. Perhaps we need to treat ROI as more of a suggestion than a rule. At least when it comes to social media.<\/p>\n<h3 class=\"subtopic\">Throw Out the Rules<\/h3>\n<div><i>Marketing Land<\/i>\u00a0columnist Courtney Seiter thinks it\u2019s ok if you can\u2019t measure social ROI. She cites an\u00a0<i>Atlantic Monthly<\/i>\u00a0article called \u201cDark Social\u201d that suggests it\u2019s pretty much impossible to accurately measure social media ROI. Why? Because Facebook and Twitter for example, \u201crepresent only a small fraction of the social activity that\u2019s really going on. The article shares evidence that reveals that the vast majority of sharing is still done through channels like email and IM that are nearly impossible to measure (and thus,\u00a0dark).\u201d<\/div>\n<h3 class=\"subtopic\">Return on Influence versus Return on Investment<\/h3>\n<div>Rather than opting for \u201ccold metrics\u201d like page views, clicks, and impressions, we should be reaching out to the type of audience we\u2019re gathering with our online efforts. Are we just getting clicks (and where are those clicks going, are they converting to sales) or are we getting something more valuable like influence. Influence arguably trumps cold conversion. Influence gets you loyalty, an audience, and (more importantly for cold-metric types, it gets you) repeat conversion and word of mouth.<\/p>\n<p>Instead of thinking about social ROI as an android, think about it more from a human perspective. Social is about the courtship. Where physical store fronts are effaced or replicated across the digital space, social is about that first step a customer takes into your shop. It\u2019s about the first time they meet you. Imagined \u2013 or perhaps if you can recall \u2013 how turned off you are anytime you go into a shop where you\u2019re tail-gated by attendants, each hawk-eyeing you to see what you\u2019re looking at, what you might buy. It doesn\u2019t encourage a sale. The same goes for when you\u2019re in a social landscape. Customers know if you\u2019re on there to hawk-eye their movement, entrap them into your site, push products your way \u2013 versus, when you\u2019re on there to engage them, to find out what they\u2019re all about. That\u2019s where social ROI simply cannot be measures. Social has a huge human factor, and you can\u2019t calculate that \u2013 not unless you\u2019re Big Data and even then it can only calculate the likelihood of a future event, not certainties.<\/p><\/div>\n<h3 class=\"subtopic\">Return on Experience<\/h3>\n<div>Carrying on with the theme that you\u2019re actually human and so are your customers,\u00a0<i>Social Media Today<\/i>\u00a0writer David Johnson recommends \u201cenchanting\u201d your customers. This comes down to thinking about your clients as more than just transactions, but as people. If you know a client as a special need or a consideration, work to meet that need. Brian gives the example of an expectant customer dropping in the car for service or even an oil change. Surprise that customer with something you might know they need, like a car seat or stroller. At the least, you can leave a baby gift in the car when they come to pick it up. The same goes for any other case \u2013 maybe flowers for a death in the family or even coupon or a year\u2019s worth of free oil change if a loyal customer is suffering financial hardship. The same goes for digital shops; if you know your customer is ordering a product for their upcoming wedding, then take a moment to throw in a special little \u201cfreebie\u201d product as a \u201cwedding gift\u201d. It doesn\u2019t take a lot but it guarantees not only loyalty and enchantment, but gleaming word of mouth first-hand accounts of you and your company \u2013 again and again.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>ROI has pretty much been the Bermuda Triangle of online marketing. Everyone knows it exists somewhere, but few who have ventured out have ever returned. Perhaps the reason ROI has been such a complex area to navigate over is because we don\u2019t really understand it. Perhaps we need to treat ROI as more of a&hellip;<\/p>\n","protected":false},"author":309,"featured_media":3164,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_bme_ai_translator_target_languages":[],"_bme_ai_translator_force_retranslate":false,"footnotes":""},"categories":[2171],"tags":[19,109,199],"class_list":["post-3163","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond","tag-email","tag-marketing","tag-roi"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Social ROI is the Bermuda Triangle of Online Marketing - Benchmark Email India<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Social ROI is the Bermuda Triangle of Online Marketing - Benchmark Email India\" \/>\n<meta property=\"og:description\" content=\"ROI has pretty much been the Bermuda Triangle of online marketing. 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