Anyone who says you can’t measure social media is wrong. There, I said it.
But before the social media purists start preaching about how relationships can’t be measured, let me first say that I measure more than just happy thoughts and warm, fuzzy feelings.
The purists in this industry strictly believe that social media in the business world is just a public relations tool and is all about human interaction and emotions. Their motto is: “listen, join and engage” – but that’s only part of the formula. What about planning strategically, driving business and measuring social media efforts?
At dr2marketing, we take traditional social media one step further and developed an innovative formula to drive new and qualified leads in any market. When you add the word “marketing” to the phrase “social media”, you’re talking about business. So, our social media marketing services are designed to generate leads, which drives results. (It sounds like a crazy concept, but our clients seem to like it.)
How do we do it?
We harmonize multiple disciplines – brand research, marketing strategy, campaign execution, and analytics to capture the psychology of behavior. The result? A highly relevant brand that drives the marketplace reaction toward your business demands.
We participate in the daily chit-chat while carving out clear calls to action for our clients’ business purpose – whether it’s acquiring customers, optimizing existing relationships, or converting consumers into advocates.
A common misconception is that social media success is directly related to being personal and authentic. Well, that’s not entirely true. In actuality, social media success is attributed to hyper-targeting key messages. What’s the point in talking back and forth with people who don’t care about your brand, product or service? Every client is different, so every message, audience and circumstance should be different as well.
The proof that social media can be used as more than just a public relations tool comes from D&M Leasing – the largest consumer car leasing company in the nation, and one of our biggest clients.
In February 2013, D&M Leasing spent $877 on a targeted Facebook campaign to the surrounding cities of the Dallas-Fort Worth area about vehicle leasing opportunities. The result? 266 qualified leads from Facebook alone. Holy lead generation. To make this even sweeter, their lowest cost-per-lead source in the last year has been social media, hands down.
As Jason Falls wrote on Social Media Explorer:
Optimal communication takes place when a marketer can deliver a relevant message to a relevant audience in a relevant location at a relevant time.
So, to all the social media purists out there – I get it. You’re genuinely interested in “joining the conversation” and you’re good at it. Let me know how it works out when you tell your client that the professional benefit of your services isn’t direct, nor is it trackable, but that they should rest assured – it’s there.
Photo credits: Mark Smiciklas