Are companies really measuring the return on resources allocated to maintain and update social networking sites for marketing purposes...??
Just imaging small-medium size companies trying to emerge in these tough times focusing besides its core business on posting "exciting" news (24/7) for their customers or consumers and, because of a segmented world that we live in, numerous social networks has to be tackled: Twitter, Facebook, Linkedin, Blogging, Podcasting, YouTube, among others.
Expert blogger, Rich Brooks, comment on his post (Mar, 09, 2010. Social Networking: are you spread too thin?), a few assessment question and tips about if your business is well fitted for social networking.
I would say the common mistake for companies entering the social networking world to expand its newsletter platform, is understanding the real reason for developing such newsletter: do you just want just to be on facebook? (recognition), do you want to customize your existing relationship with your customers?, do you want to expand your customer base with referrals?, who is your audience? what are the "benefits" for being a subscriber?....these and other questions should be addressed before entering in the newsletter and online PR world.
Of course, the benefits of being visible in social networks are higher than the costs, if it's done the right way. According to e-marketer, Social Network demographic and usage, "By 2014, nearly two thirds of internet users, or 164.9 million people, will be regular users of social networks".
Finally, as the title of this article says Blog Comments doesn't count for Revenues, but social network campaigns well managed, count for Value and potential customers as well as revenues in the future. Companies need to deliver value in every tweet, facebook update or blogg comment. Online users can surely disconnect easily with social networks if they (consumers and customers) don't see the value on the information they are getting.
Even though Blog Comments doesn't count for revenues, valuable comments, ideas and great thoughts sure will catch attention from customers and potential subscription for your future ideas...
Federico L.
Sources:
Social Media Marketing: Are You Spread Too Thin?
http://www.fastcompany.com/1577319/social-media-marketing-are-you-spread-to-thin
If you compare the cost of having a blog with the benefits you will conclude that every company should invest in social networking and blogs. Companies spend ridiculous amount of money in advertisement that sometimes is not effective at all. I understand that measure the return of this investment in blogs is not simple. However, we dont have to focus only in revenues to conclude if a strategy applied is effective or not. With blogs you improve your comunication with people and "huminize" the enterprise.
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