I speak with a lot of businesses who are considering adding Twitter to their “marketing” mix and many ask me about 3, 6, 12-month ROI. What’s the plan? What are we measuring? We need to see some return here.
Please. You’ve got it all wrong. It’s a mistake to view Twitter as you would a traditional media channel. If you’re measuring success by your number of followers, you aren’t getting it.
If you’re expecting an equitable return on your time in your bottom line, you’re probably looking for results in the wrong places.
You’ve heard it a hundred times but Twitter is about building relationships. It’s not about letting people know what’s fantastic about your business. They won’t care if they don’t know you or don’t like you.
If you persist in thinking that for every social tweet you make you can then push your business content out there, then you’re a bit of a wolf in sheep’s clothing. It’s certainly ok to let people know about your wares, but relationships aren’t mathematical equations.
Copeland’s business has no doubt benefited from our investment in Twitter. But I don’t look to revenue lines to see the growth. It’s in referrability, in contacts we didn’t have before, in opportunities that have come our way through our involvement.
The way I see it, some people are made for Twitter, and some people just aren’t. If you’re looking at your social media initiatives through the prism of what’s-in-it-for-me, I would say find someone else to do your tweeting. And be patient for those results.
Want to see it done well? Follow Rod Phillips of Liquor Plus. Born to do it. Smart strategies, personable, honest, inspiring. Is his business benefiting? You bet. But not in ways he probably ever imagined.