I read a lot of articles and posts of people questioning the ROI of social media.

I find this discouraging and disingenuous.

Social media is about creating, and enhancing relationships, not about making sales.

People buy products and services, B2B and B2C, from people they know, like and trust.

Social media is a great way to meet people, establish a common ground and build trust. Not unlike attending a networking event or professional conference.

  1. Provide relevant content of value to establish a relationship. Doing so will also establish you, or your firm, as an expert on a particular topic. The internet rewards people who share their knowledge, while it penalizes people who hoard their knowledge.
  2. Help prospects and customers solve problems. Monitor social media channels to determine the problems people are having to which you may have the answer or solution. Answer frequently asked questions (FAQs) in blog posts.
  3. Deliver a consistent message across all channels. Know where your customers and prospects are congregating online and provide your content to them there. Ensure a consistent presentation of your brand and message with your website and across any channel in which you are providing content. While the tone of the message may vary by channel, the ultimate content should not. If it does, you will confuse your audience — confusion breeds distrust.
  4. Give people a reason to connect with you. By being a credible, consistent source of reliable, and even remarkable, information of value, you become a more trusted resource with whom people want to connect and follow what you have to say.
  5. Use social media to build relationships. A relationship goes two ways. Strive to create a dialog whereby you get to know your customer, prospect, channel or referral partner. Determine how you can provide value to each other to create a mutually-beneficial relationship.
These five reasons are not easily measured for ROI; however, they are the foundational elements to building a business relationship with someone.
How do you measure the ROI of a business relationship?



Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional