It’s time for the dreaded Return On Investment (ROI) discussion. But more importantly, what IS the ROI of social media? And If you are only thinking about ROI, you might be missing the bigger picture.

If you’d rather listen to me dig into the ROI of Social Media instead of reading further, here’s the link to Episode #18 of my podcast.  

Years ago, I was having a conversation with someone. They were in promotional products, and they held up a logoed pen. You know, the clicker type pens? And they proclaimed, “I can absolutely prove the ROI of a pen.” And I looked at her and thought, “that is absolute crap.”

So when I think about ROI and social media, it’s not magic. 

It’s not like I’m gonna post something for a client on Facebook one day and magically the skies are gonna open, and clients are gonna fall down from the heavens. 

That’s not how social media works. That’s not even really how ROI works. 

For example, let’s look at InSpark Coworking. When someone walks through the door and I ask them how they found out about InSpark they’re likely going to say they found it on Google or they read some reviews on Yelp.

If I haven’t said this before, I’m saying it now; Everything you do on social media influences websites like Google. 

So is it a post that they saw that made them react or take action, or is it all the posts over time? Or maybe they do have your logo pen or a Post-it notepad. 

Consistent action over time on your social media is going to lead to the most ROI. 

So I know you might be saying, “I don’t know if I want to invest to help somebody, or have somebody help me with my social media, because I don’t know if there’s ROI in it.” Yeah, I don’t know how to measure that either. 

It’s not really something you can measure. How do you measure your expertise? How do you measure building awareness online?

How do you measure when someone calls you to buy something? How did they find you? Was it a post? Was it a pen? 

I don’t know that there’s an answer to that question, and that’s perfectly okay. 

But here’s what I do know. Every action you take matters, because your ideal client is listening. 

They’re watching. They’re lurking. They are trying to decide whether they wanna do business with you. 

And here’s one of the great things about creating content online; If they are consuming your content on a regular basis, by the time they’re making a call they’ve already halfway decided that you are the right fit for them. 

So when you think about ROI, I invite you to give it a second thought. And maybe just don’t consider it as a dollar for dollar value. Because that is really, really difficult to measure.

I don’t know if there’s an action you can take from this, but I would invite you to stay consistent.

Narrow your messaging so it’s easy for people to know about you, to share about you. And that’s where you’re going to find your own ROI. 

And in fact, maybe it’s not a return on investment. Maybe it’s a return on relationship. It’s a return on conversation. It’s a return on the community that you’re building. 

I very much look forward to hearing from you and what you got from this blog post. Come on over to Facebook or LinkedIn and let me know.