Facebook is not just personal profiles for sharing photos of your dinner with your uninterested friends. It is actually a hugely important way to get thousands of people interacting with your business online and offline.Twitter – Excellent for following people in your industry, thought leaders, reporters and even for lead generation.LinkedIn – Excellent for recruiting and attracting prospects to your firm. Also a good forum for connecting people. This is Google’s reply to fears that Facebook is taking over. Its all about integrating your online social media life with your search engine
Measuring ROI on Social Media is Like Measuring the ROI of a Relationship.Similar to Putting a ROI Measurement on Your Office Phone System
Measuring Social Media ROI
SOCIAL MEDIA ROI
Brian D. Swanson - Flashpoint
15 Years Accounting Marketing &
Business Development Experience
Former Big 4 & Regional Firm Marketing
SEMPO Certified in Internet Marketing
SEMPO Certified in Advanced Search
5 Years Social Media Marketing
Group Audience Poll
How Many Are Currently Using Social Media
to Market Your Firm?
How Social Media Works
Let’s Get Very Specific Today!
Functions of Social Media
Purpose for Using Social Media:
Enhance Search Engine
Share Thought Leadership
Engage Clients & Prospects
Manage the Firm’s Brand – Informal
Advertising - LinkedIn
Focus & ROI
How You Use Social
Media Will Determine
How You Measure ROI
Let’s Discuss Strategy!
Effective Social Media Marketing
What are you
Where are you
How are you
How are you
How Do People React?
How Alluring is The Content Your Sharing?
Assess Your Existing Content
Reflect on Your Content:
Us versus You
Audience Relevant versus Irrelevant
Overly Technical vs. Common Language
Current Events versus Months Old News
Interactive vs. Static
Social Media is The Tool Through Which Content is Shared!
Develop A Strategy
• What is/are the objectives of our strategy?
• Who Are You Targeting – Different Platforms for
Different Targets (Recruiting, Clients, etc.)
• What Type of Content Does Our Target Want?
• What Information is Our Audience Searching
• How is Our Content Reinforcing Our Brand
Content Sharing Ideas
• News – Firm or Industry
• Behind the Scenes Content
• Top 10 Lists
• Videos & Images
• Stats & Facts – Industry Studies, Surveys
There Are So Many Social
Media Platforms Available
Where Should You Be
Targeting Your Efforts?
Should I Invest Time On
Social Media Participation
Assess How Your Audience Spends Their
Most Effective Platforms
• Facebook – 845 Million Users
• Twitter – 300 Million Users
• LinkedIn – 135 Million Users
• Google Plus – 62 Million Users
• YouTube – 3 Billion Video Views Everyday
Talking vs. Conversation
Are You Engaging Your Social Media Audience?
Your Approach Creates Value
Reflect on Your Approach:
Manually vs. Auto Managed
One Person vs. Multiple People
Commercialized vs. Authentic
Business vs. Personal Focus
Firm Centric vs. Topic/Audience Centric
Questions/Surveys vs. Firm News Items
Focus On Audience - Individualized
Listen To Your Audience - Content
Interact With Followers– Respond to
Posts, Comments, Re-Tweets, etc.
Genuine & Consistent Content
Create A Good Experience – Keep Them
Strike A Balance
Marketing Authenticity &
There Is a Proper Balance For Your Audience!
Firm’s Commitment to
Measurement = on How You Use Social Media
Leverage Effective Content for Sharing
Interaction - Be Authentic and Audience Centric
Right Platform = Right Engagement
Measuring Return is Not Always “Black & White”
Platform vs. Global Measurement Tools