As businesses put more time, resources, and emphasis on social media, they want to see measurable results. But what if the return on investment (ROI) of social isn’t immediately obvious? It’s not always easy to measure the value of lasting connections and meaningful relationships.
I’ve spent the last two years speaking to our customers about their successes on social media. In reflection, I’ve realized that some of our most successful customers on social aren’t businesses, but are organizations with less conventional KPIs. For example, how can police or fire departments track the conversion rate of a Tweet if they are not seeking profit? What about a tourism organization that needs to increase referrals but can’t track the actual sale at the end of the line? Or a nonprofit with the goal to increase awareness?
Why You Should Stop Tying Yourself in Knots Over ROI, and Start Thinking ROR
