Is there ROI in social media marketing?

In a social marketing forum, I heard the interactive CEO Rui on the theme of "Roi of social Media marketing" and was very sympathetic and inspired by the news. And the domestic social media marketing road is not really good, those who do not fear failure, and still adhere to the pursuit of perfection of the people I think is worthy of respect. And around the interaction between the actual combat and theory, the author of the collation of some of their own feelings, I hope to share the exchange with more people.

There's an interesting psychological process we can't ignore: almost everyone's thinking about ROI (return on investment) tends to be unconsciously focused on that r, and the most they think about in their heads is "What's the payoff?", " How much should income be? Instead of "How much input should be," or "How should we put it?", so much less "how to calculate Roi".

The psychological process is based on the theory of economics: "In reality, people tend to enjoy free lunches (for nothing), but this is not because they are irrational, but because rational people always want someone else to pay for their own lunch." "-This is an excerpt from Paul Heyne & Peter Boettke & David Prychitko, Economic way of thinking,11e.

People are more inclined to do something for nothing than to pay and invest. This subconscious psychological process will be accompanied by the whole life cycle of the marketing project, leading to some lost results: Why did the ROI not meet expectations? How can ROI be so low? Why is ROI unstable? Are ROI indicators reasonable? How come it's not yet time to calculate ROI? Why can't I calculate ROI?

Just want to see the rewards quickly and not spend more time thinking about how to invest so many people lose too much of what they should do when they plan to "influence consumer strategy through social media". So, social media marketing has no ROI, only ior:invest on Right,return would come. The expectation of more and less returns depends on the amount of resources you devote to the right things, and what kind of investment you have in return. So what is the right investment in social media marketing? Let's start with the characteristics of social media marketing:

The characteristics of social media marketing are:

1, long period (no discontinuous concept, year-round);

2, the content of the dissemination of large and diverse forms;

3, every moment is in the marketing state, in the interaction with the consumer state, emphasizing content and interactive skills;

4, involving a wide range of personnel (enterprise internal personnel, enterprise external service personnel) and team structure requirements complete (division of responsibilities and clear);

5, the marketing process needs real-time monitoring, analysis, summary and management;

6, the target will not be final, need to adjust according to the market and consumer's real-time feedback;

People who have had social media marketing experience are not difficult to realize, social media marketing focuses on "management": "Content" management, consumer management, internal team, the external team management, data management, knowledge management. The process of shaping a great brand is actually creating meaningful relationships with people and improving their lives. And technology is just a means of expressing "content". Back to the original point, social media marketing is to see who is better with the target consumer group "Exchange", in the target consumer group to establish an effective memory of the nerve chain, when consumers create the desire to buy, through the existing nerve chain immediately think of the brand.

No one can skyrocketing, any brand must experience from scratch, and gradually find their own and consumers "communication" the best way. The image below can help you comb through the different social media marketing stages, what the brand needs to put in (invest on right), the picture: Interactive CEO Rui.

The right in invest includes input to the internal team, input to the external team, input to their own knowledge, inputs to their own psychology, inputs to their own thoughts, inputs to consumer sentiment, and input to the social media marketing management platform.

Through this blog post, I'm not trying to tell you that social media marketing is never going to measure ROI, but to tell you that you only have to think about IOR, and that only by IOR, will your ROI be available. The interaction of social media marketing and emotional communication determines this logic.

The Author: @ Yan