Have you been able to measure ROI from your sales focused social media campaign? You may have engagement statistics that support a stronger sales funnel however I'm talking about the conversions that show the direct relationship between your social media activity and a sale. No? Well let me ask you this what opportunity have you given your fans/followers/community/subscribers/visitors to transact with you?
If your objective is to sell products or services and a key performance indicator is units sold or revenue then you need to include a process within your social media campaign that drives your audience to the purchase. Sounds obvious, doesn't it? A pick and mix approach to throwing together purely engagement tactics with direct sales objectives and metrics does not a proper strategy make.
Imagine if you walked into a shopping centre that had been purpose built to triple the amount of time you would want to spend shopping. You love being there, immersing yourself in the experience and finding more and more reasons t o buy the longer you stay but there's not a cash register in site. You finally give up and decide you'll g o back to the old shopping centre to make a purchase. If you can be bothered.
If you're not finding ROI in social media, ask yourself if your strategy answered your objectives or just the idea of being social.
Photo credit:Stibbons
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