ROI is the first thing clients measure to evaluate a social media campaign. With social media expanding to a phenomenally fast rate, with the digital space gaining ground from print and traditional media... is it really about ROI or ROR?
Return on Relationships, or ROR, is a fairly new concept that has been present in traditional communications and is now applied to the digital space, including social networks and the blogosphere. With our ability to measure the effectiveness of social media during the course of a campaign, ROR becomes a vital strategic concept and a solid evaluation tool. Measuring the influence your client has in the online space matters, and ways to do that include:
- Social network shopping, i.e., identifying the right networks and digital influencers to reach out to with your client's message.
- Ensure that you are crafting a strong message that will withstand viral action (and reaction)
- Quality vs. quantity. This is important, because simply tracking impressions will not give you the full picture of how the campaign is working. Post quality leads to new conversations, sharing, new posts, and an entirely new level of engagement in social media.
We are at a point in digital media where everything is about posting and sharing content. Digital marketing firms must find strategic ways to provide a growing ROR for their clients, in a space that continues to expand - unpredictably. At the same time, as more quality content is managed properly online, and as new relationships are established with the right influencers, then ROR should be able flourish.
Talk to us about how you can gain ROR in the digital space: www.fuseideas.com
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