Social media marketing is always going to rely on listening over broadcasting and there’s a good reason for that. Broadcasting doesn’t work anymore, and it doesn’t have the same impact as other major media channels in today’s world.

Consider the nature of Television: It’s broadcasting. Typical media broadcasting an d marketing on television doesn’t work anymore because those marketing efforts create less than 18% turn around. When you consider the thousands (and even millions) that go into broadcast marketing, that low of a return is unacceptable.

Broadcasting is something to be avoided because people don’t want to be talked at. People don’t want to hear you speaking because you feel the need to speak at them. You can’t just say things to people, and you can’t just speak it. In order for social media marketing to be a success you have to get people to say it to each other.

That’s why trying to measure the output and ROI is the wrong approach in social media. It’s not about broadcasting products and services, special offers or interests it’s what other people are saying about us. Even a groundswell generated by content will eventually be carried by the words uttered from those who are speaking about us.

People should stop trying to measure the ROI of social media. That’s like trying to measure the ROI on your phone. It’s a conduit through which we channel our efforts, it’s a tool. It’s a megaphone passed from person to person. As they say their piece it gets passed on. A lot of people say some really relevant stuff that’s helpful.

Some people blow raspberries into the mic because they can’t help themselves.

So how do we measure the monstrosity that so many are lumbering into? Focus on the conversations, the conversion, the downloads, the sales trends. The data that comes in after the fact is a snapshot of the direct results of your efforts.

Ultimately, when you focus on what other people are saying about your brand, the communities you’re a part of will help elevate your business. Social media shouldn’t be about finding perfect opportunities to broadcast a plug. Instead, it’s about finding and developing shared interests, benefits and rewards for the people within the communities where you choose to settle your brand. That kind of engagement breeds measurable outcomes.

Listening helps you identify what those people demand and helps you find that position of relevancy. Broadcasting won’t get you there, because as complicated as business, marketing and the human brain truly is we’re like walkie-talkies.

You can spend a$10 or you can spend $300 and it all comes down to the same thing: If you’re broadcasting then you can’t be listening. If you’re not listening then you won’t see much of a change in your outcome.

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