I attended a webinar yesterday produced by Sherpa sponsored by Facebook. The topic was Strategic Social Media Marketing - getting your business or agency started with an ROI-based approach.
The greatest thing I learned is that, while currently the majority of marketers are able to track only 10% of their marketing investment in social media directly to the bottom line, there is a tremendous adoption rate for social as a relevant channel - for B2B and B2C companies. The additional benefits, while many, specifically include the cost savings as compared to many other channels and the ability to easily integrate social with channels like email and your website. There was significant agreement about building a quality audience through "like" and "share" requests as compared to asking a large, broad audience to register for a competition or prize to build an audience who are only in it for the prize, not because they are likely to engage with your brand.
The bottom line? The same strategic approach is necessary to see ROI in social as it is in any other marketing channel: segment and target your audience, build a community with relevant content and messages, and maintain ongoing communications with them to establish relationships.
View the event recap on Twitter here: http://twitter.com/#!/search/%23sherpawebinar
To register and receive the event recording, visit: https://www1.gotomeeting.com/register/339798849
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