Estimating Cooking Oil Temperature

The ROI of Social Media (?) (The Big Misunderstanding Blues)

An excellent article by Taylor Ellwood on Biznik offers an interesting perspective on the thorny issue of calculating the ROI from an investment company in social media.
start by saying that, personally, these issues always inspire me the image of qualcuno che, con un metro a nastro in mano, in piedi, a fianco di una grande pianta di glicine, si chiede come misurare l’intensità del profumo per decidere se inspirarlo o meno.
Floricultura a parte, vi propongo alcuni stralci del ragionamento di Taylor.
“…Molte aziende chiedono di poter calcolare il ROI per i Social Media, ma non comprendono che prima devono investire nei social media, costruire relazioni e poi potranno raccoglierne il “return”
In sostanza l’azienda chiede: - Quando comincerò a fare soldi grazie alle mie attività sui social media ? – Questo significa che l’azienda è disponibile ad entrare in questo mondo solo se ha la certezza che I will get new customers and profits. The problem with this mentality is that he considers that members of social media numbers (...)
companies that only care about the ROI from social media do not understand that social media is not the place of sales, but the place of networking and marketing, the place (mostly) where you build relationships . Achieving economic
(sale) happens when the relationship has been built and sustained to the point where there is trust and recognition enough to generate buying. It takes time to build value, and with social media, the process may be even longer, because the interactions take place in a virtual environment.
activity on social media is part of the construction process of the report, with the objective to remain visible, to strengthen their reputation and share information. (...)
The best strategy with social media, first of all take note of the intrinsic limitations of the medium itself '. It is important that the conversation is open and transparent, no hidden agenda. What you need to understand is that a business social media can learn a lot about how to provide better service to its customers, how to have better visibility, how to build lasting relationships. Taylor concludes

"What social media can not do is Automatically line up people to do business with you. That Occurs only if you are willing to invest time in building relationships with Those people, and social media is integral to building relationships Those Will Become more integral as it Becomes more integrated into Our Lives. "