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ROI is the dirty word in social media. The moment it’s aired you get one of two responses: flashy numbers (clicks, visitor figures, reTweets, Likes and +1s) or mushy concepts (brand appeal, brand impact spread, influence rise or social media visibility). Both lead to discontent amongst clients and marketers who know what they are doing.
The reason we have such an approach lies in the way we have traditionally approached metrics in social media marketing. Surely there are better ways or surer methods. This was the basic question put to Lee Smallwood of Nod3x and Ammon Johns of AmmonJohns.com.
Veteran marketers who have been part of the evolution curve of marketing from offline to online, they fielded some tough questions on Return On Investment, metrics, engagement, setting targets, approaching online and offline work and successfully understanding what you see every time you look at chart figures on social media marketing metrics.
Lee gave us the incomparable that ROI should be Return On Involvement and Ammon focused the mind by calling for a return to basics before any kind of marketing is even attempted.
The #SMTPowerTalk series has become a landmark in value, quality and insights with each show bringing in power players, expert in their respective field. The initial aim to create a handy online resource of easily accessible videos has been exceeded with each Hangout On Air (HOA) generating countless discussions for days afterwards.
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Next month we have two high-powered guests, CEOs of social media-facing companies. I promise you it will be an unforgetable event.
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ROI tips and how to best apply them feature big this September at this year's Social Shake-Up Conference in Atlanta. Join us for two days packed with insights, experts, panels, networking and more. Space is limited so register today!
David Amerland is the author of seven best-selling books including "Google Semantic Search: Search Engine Optimization (SEO) Techniques That Gets Your Company More Traffic, Increases Brand Impact and Amplifies Your Online Presence" and "Google+ Hangouts for Business: How to use Google+ Hangouts to Improve Brand Impact, Build Business and Communicate in Real-Time."
He helps multi-national clients and start-ups to organize their SEO and Social Media strategies. He is a business journalist, author and international speaker. He blogs about social media and search engine optimization, writes for a number of prominent websites including Forbes, and advises a handful of corporations on their social media crisis management techniques.
His books on SEO and Social Media demystify the complexity of the subjects they cover for readers around the world providing an accessible blueprint to better understand and take advantage of the opportunities offered by the connected economy. Follow him on @DavidAmerland. or find him on G+