Brands are constantly trying to find value in social media (many doubt there really is any) and are often looking at the wrong data points. It cannot be measured solely with a simple ROI calculation and/or traditional KPIs. Your efforts need to be looked at from a different POV and it is imperative to keep in mind that each individual effort is not necessarily intended to have a very specific result. It is more of a long game that needs to be played consistently and needs to pivot as the brand, industry or even social landscape does.
At Sircle we believe that social is not a marketing vertical and is more of a horizontal layer that touches all aspects of your business. By remaining committed to story telling and content marketing (which you should be if you own or manage a brand and want to win in mid-2016) and leveraging social networks, their audiences and amazing targeting and tools, you can do powerful things.
One such “thing” that brands are all thirsting for, is finding writers, bloggers, publications and/or media outlets to help them tell their story. They will shell out PR retainers to get these, and more often than not, they feel very frustrated or short changed by those engagements. It seems like PR has become a necessary evil and some brands see it as a set expense, or a cost of doing business if you will. It is amazing to me that brands will pay for this, which is so micro focused, in lieu of paying a social media retainer and/or an internal salary for social media management. I would argue the latter brings much better value.
If you want to get coverage or gain influence, you need to roll up your sleeves, get to work and contribute content to the web. Posts, tweets, blogs, statuses, pins etc.. all create potential one-to-one exposure for your brand, which in turn can lead to bigger exposure if and when you come across the right set of eyes.
I was asked if I have seen opportunities surface through social media management and I shared my experience here. You can also click the image above to consume. Enjoy!