One of my clients told me a great social media story today that I had to relate. There are so many people asking about the ROI (time and money) on social marketing – and I continue to take the position that it is very hard to really measure. This story has a clear ROI contribution, but the only reason you (and my client) are hearing about it is because the prospect took the time to relate it to them.
My client was holding a breakfast seminar last week. They had tweeted about it. Emailed invitations and called folks. They also chose to advertise it on to a defined profile on Facebook. Well it seems that one of the people who had registered, misfiled the email confirmation and that prospect could not remember where it was or who was sponsoring it. They had pretty much given up hope on attending when, while they were on Facebook being social, the advertisement for the seminar popped up.
They were able to click on it, get back to the registration page and then get the pertinent details they needed to attend the breakfast. It turns out the subject of the talk and the product that it was designed to promote were of strong interest to them, and they now are an active prospect.
With no social media site to participate and target advertising on, the prospect would have missed the talk and my client would have missed the opportunity. Something to think about over your morning coffee.