Ternyaahụ, emere m otu nnọkọ na Social Media Marketing World akpọrọ Etu esi agbanwe site na ndị na-eso ụzọ na-eweta nsonaazụ na Social Media. I'm often a contrarian to the advice that's continually pushed in this industry… even leaning a bit on the controversial. The genuine premise is that businesses continue to look for fan and follower growth in social media – but they do a really terrible job of converting the amazing audience or community that's already in place.
N'ime oge ahụ, m gara ọbụna ịjụ ọtụtụ n'ime ROI mmesho claims out there when it comes to a return on investment for your social media efforts. One of this blog's greatest friends is Eric T. Tung… Onye tweeted:
- Eric T. Tung (@EricTTung) March 27, 2014
Ọ bụ ihe ọchị karịsịa ebe ọ bụ na onye ọrụ ibe m a na-akwanyere ùgwù (na nna m karaoke), Nichole Kelly, nọ n'otu oge na-ekerịta oge ya: Dị weghachite ihe mgbochi na ịlele Social Media ROI. Doh!
It's not that I don't believe there is a laghachi azụmaahịa – I believe there's a great return on investment for social. In fact, I believe it's far better than most companies currently believe. The problem is the measurement. There are multiple ways that your social media efforts impact a return on investment:
- Ntuziaka ozugbo - ndị mmadụ hụrụ ozi ahụ ma ha zụtara ya.
- Mmetụta na-enweghị isi - ndi mmadu kesara ozi ma obu zoro mmadu aka na ndi mmadu ma ha zutara ya.
- Attributiondị akara - ndị mmadụ na-ahụ ị n'ịntanetị ma hụ gị dị ka ikike na ụlọ ọrụ gị, na-eduga ha inyocha ngwaahịa na ọrụ gị.
- Tụkwasị obi - ndị mmadụ soro gị n'ịntanetị, ị ga-enweta ntụkwasị obi ha, na-eduga ha ịzụta ngwaahịa na ọrụ gị.
Direct attribution is easy to measure… some good campaign tracking and you've got it down pat. The problem with enweghị mgbasa ozi mmekọrịta ROI comes with the others. They don't always utilize your campaign tracking – or they arrive and purchase at your site through other online marketing channels.
Nchịkọta Google nwere ngwá ọrụ dị egwu a na-akpọ Multi-Channel Conversion Visualizer ebe ị nwere ike ịhụ ma ndị ọbịa gị jiri ọtụtụ ụzọ iji gaa na saịtị gị. Na nseta ihuenyo a dị n'okpuru - ị ga-ahụ ebe ahịrị na-aghọ blurry. Ọnụ ọgụgụ dị ukwuu nke mgbanwe na saịtị a sitere na ndị mmadụ na-abanye na saịtị ahụ karịa otu ụzọ.
While you can conclude that they don't have a very good email marketing program – applying an exact ROI on referral traffic versus organic search is impossible because you can't get in every visitors head and decide nke Ọwa bụ ego nke mere ka ha kpebie ịzụta.
I would submit that it's not nke, it's a balance of all of them. Marketers are going to have to understand how each of their strategies impact the other. When you reduce social media efforts, for example, it can have an impact on your organic search conversions! Why? Because people don't get curious about what your products and services are and so they don't search for you. Or they lack trust, so they search for competitors with a better social presence and convert with them instead. Or everyone is talking about your competitors who do nwee ọpụrụiche mmekọrịta gị na ndị ọzọ… nke na-eduga n'isiokwu ndị ọzọ gbasara asọmpi gị… nke na-eduga ha n'ọkwa dị mma.
As marketers, we're in need of predictive nchịkọta tools that recognize the impact and relationship of all of our efforts – helping us understand how they feed one another AND how they work with one another. It's no longer if we wish to share socially and measuring the return on that effort in direct attribution, it's a matter of testing and adjusting our social media efforts and viewing the overall impact of the strategy across all of our digital marketing efforts.
Our job is no longer to determine which medium to use… it's a matter of balancing resources to optimize how much effort we put into each. Imagine your dashboard as a sound board, turning up and down the dials until the music is beautiful. A return on investment for social media nwere ike tụọ - mana eziokwu bụ karịa blur karịa ụfọdụ ndụmọdụ dị ebe ahụ.
Cheta na: Ị nwere ike zụta njem gafere na Social Media Marketing World maka obere ego nke ịga ma ị nwere ike ige ntị na nnọkọ m na ihe ngosi ndị ọzọ!