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Maximizing Social Media ROI

In a world where SEO, or any form of online marketing for that matter is incomplete without social media support and social signals, understanding how to make the best use of social media has become extremely important.

This means not only should you be aware of how to make social media strategies work, but also know what strategies will work the best and get you maximum ROI.

Establishing the right metrics can help improve your marketing strategy and guide you in developing the right kind of content that can help grow your business.

The Importance Of Social Media ROI

Knowing how your social campaigns are faring also helps you calculate and maximize your ROI to make sure the money you spend on social media marketing and SEO isn’t going to waste.

Social media ROI is indeed among the most popular topics in the marketing world these days primarily because social media has made a huge impact in recent years. First, it changed the way people interact with each other.

Now, it has changed business interaction as well. It has, in fact, become one of the most important tools for online marketing. This makes it even more important for you to learn how you can properly maximize your business’ social media ROI. Here are some tips based on the trends and developments of 2012 that are expected to continue having a major impact this year:


 To fully benefit from social media marketing, you should learn how to maximize your social media ROI. Image source

1.       Humanize Social Media

Sure, you’re using social media. But, are you sure you’re using it right? Some businesses use social media platforms in the same way they use their company website. This is a mistake you should be careful to avoid. The reason why it’s called “social” media in the first place is that it is a venue where people interact. Naturally, your target market will want to deal with other people on their social media accounts, not with businesses or worse, faceless entities.

This is why it is important for you to do more than post links, articles, and videos on your social media pages. You need to interact directly with your audience as well. Answer their questions, participate in their discussions, and ask questions of your own. That’s what humanizing social media means.

2.       Go Mobile

As people become busier, they’re grabbing every opportunity to do things on-the-go. They check their e-mails, voice mails, and social media accounts as their make their way to work, to meetings, or to social events of any kind. This is why smart phones and tablets have become very popular. And this is exactly why it pays for you to bring your social media campaigns to the mobile world.

Take full advantage of social media marketing by optimizing for mobile screens, making sure your social media profiles are compatible with mobile platforms, advertising on mobile applications, and learning how to catch the interest of mobile users.


When you design your social media campaigns, be sure to take mobile platforms into account. Image source

3.       Be Transparent

It can be very easy and tempting to deceive people online. This is exactly why social media users appreciate honesty and transparency more than anything when they deal with other users. You have to make sure that all the information contained in your social accounts as well as in your company website is accurate and realistic.

In case you make mistakes—as anybody is bound to do at one point or another—don’t be afraid to admit it, apologize, and take measures to correct your mistake. This humanizes the business even more and increases the likelihood of people trusting your brand. Needless to say, gaining the trust of your target market is essential to attaining success.

4.       Engage!

The main purpose of leveraging social media in online marketing is to engage your target customers. If you fail to do so, you may as well stick to traditional marketing, as your social media campaign isn’t likely to do you any good. Not only do you have to engage your current audience, but also casual visitors who could possibly be converted into loyal customers.

Engaging gives you the opportunity to learn what your audience’s interests are. This, in turn, will help you ensure that the products and services you offer can directly address their needs so as to promote loyalty and encourage word-of-mouth advertising.


Audience engagement is an essential factor for social media success. Image source

5.       Avoid Information Overload

When people search for information online, they usually appreciate having the goods handed to them without being coated in a lot of rhetoric or flowery words. Add value to your social media posts by being clear, direct, and concise. Bear in mind that people are always on-the-go these days and they’ll appreciate getting the information they want as quickly as possible. You should also make sure that you respond promptly to queries from your audience to make them feel more valued. Limited but relevant information is a lot better than a barrage of information your audience will still have to sift through.

In the final analysis, the best way for you to maximize your social media ROI is to bear in mind that social media is a platform that necessarily involves a two-way process. You can’t just set up accounts and then expect it to automatically deliver results.

You have to build a community with your audience and then work towards the growth you expect with the community that you’re able to build. When you draw up your social media master plan for 2013, be sure to keep the above tips in mind. They should serve as your guide in your journey towards social media success.


Emma-Julie Fox writes for Pitstop Media, a search marketing company located in Vancouver, BC. Pitstop Media’s SEO services have been helping businesses across North America increase their search visibility.