The world of sales and marketing has changed and we’re not going back. We’re all familiar with the term ROI – return on investment. How about ROE – return on engagement?
Social media can really boost your profile, raise awareness of your services and aid the overall growth of your business.
While 90% of 50 large retailers are active on Twitter, only 29% use the platform to actively engage with shoppers, according to a study by digital marketing firm Acquity Group. Acquity studied the 50 retailers included in consulting firm Interbrand’s report, “Best Retail Brands 2012.”
So the biggest challenge for companies in 2013 is how their are going to use awareness building to inspire their employees’ participation to social media to become ambassadors and amplify the corporate messages using a number of gamification schemes.
So with all this popularity and power going for it perhaps you can tell me why that despite the fact that 90% of the top 50 retailers have a presence on Twitter, a mere 29% use it to actively engage with consumers?
What’s even more head-scratching is the fact that while less of the top 50 brands use Instagram and Pinterest, 42% and 60%, respectively – they are much more engaged on these sites. Of the 42% who have an Instagram account, 80% of them are actively engaged.
As for Pinterest of the 60% with a presence on the platform, 70% are actively engaged.
What in the world is going on here?
One of the things I find very useful is the idea that everyone on the team is responsible for staying engaged and that no one member on the team is carrying all of the burden of communicating with the community. Being able to measure social media updates down to the individual is important. More important is being able to know WHAT updates are being sent by WHO. Not only for crisis control but to see if members on the social marketing team is getting more engagement than others and being able to report on why.