It isn’t an uncommon expectation for marketers to want to know exactly what they’re getting out of their social media marketing investment. They want numbers. Depending on their goals, they may want percentage of sales conversions, increase in “Likes,” increase in sales, decrease in cost, etc. Social media, however, does not reveal these numbers as easily as other advertising platforms. In order for marketers to be satisfied with their social media efforts, they must first understand that the intangible benefits of a social media marketing strategy could be worth more than its effect on the bottom line.
So what are the intangible benefits of social media? Among the many, there’s:
- Helping companies determine the emotional reaction to a campaign, product or service
- This is an opportunity most advertising media don’t offer. A company could spend thousands of dollars on a television ad campaign that consumers hate, but prior to the existence of social media, it may have taken a long time before the company even knew that it sparked that reaction.
- The interaction between company and consumer is instantaneous on social media. Advertisers can find out how consumers feel about their ad potentially within seconds of its posting.
- Ability to acknowledge the consumer’s voice
- Many consumers want to be interactive with the companies they, well, interact with. Social media is the best platform for them to have their voice heard, and for you to acknowledge that voice.
- The key is to make sure you stay active on your social platforms, making sure you are responding to your customers in a timely manner. This is one of the many reasons having a dedicated social media marketing manager or managers is crucial.
- Giving out a more human brand image
- Social media is a great place to show that your company actually cares about the customer. By creating a more “humanized” image, consumers will automatically relate to you more.
- Reinforcement of brand image
- Gauge sentiment
- Drive discussions amongst customers and/or employees
- Promote thought leadership
All of these and more are benefits to having an active social media image that can’t be measured in numbers. They are, however, extremely important to your company’s brand image.
What are other intangible benefits of social media?