Social Media ROI: Focus and Curate

by Jason Holland, Interactive Graphic Designer

By now, it’s clear social media must be an integral part of any company's marketing strategy. The social media ROI trends of today center around a shift from collecting high quantities of fans to focusing on the networks that have the greatest potential for reaching a target audience. In addition, there is a trend for companies to become curators of content to further create a real time dialogue with consumers. Combining these strategies has a greater potential for converting a target group of “fans” to brand loyal customers.

In the past, the trend was to gain as many followers as possible. The idea being that as you attracted more followers, the greater potential you had for higher sales conversion. Ironically, as social media has become a more integral part of the business strategy, research and experience has shown that a refined approach to selecting and attracting your target fan base yields greater sales conversion rates (Return on Investment).

The social media landscape has become more crowded in 2012. As a result, businesses need to pick their battles and focus on the networks that favor their target audience. What used to just be Facebook and Twitter now includes other networks like Google+, LinkedIn, Foursquare, Yelp, Pinterest, and Instagram. Trying to meet the needs of consumers on all of these networks is a daunting and possibly futile task.

The concept of engagement should be an expected metric of a social media strategy. A successful strategy should focus on the networks that reflect the values of the business and interests that engage the consumers. The goal of this focused approach should yield a higher rate of conversion from fans to a brand loyal customers.

One way for companies to engage brand loyal customers is through a technique called content curation. Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.

In the social landscape, businesses can curate content to their social networks. Companies that curate content in their industry, can become leaders who capture the attention of their audience and provide their customers relevant and useful information.

Social media is a necessary part of any company's marketing strategy. The old adage of “be everywhere” has been replaced with “being where the customers are and what matters most”. This means focusing on the social networks that tie closest to the company values and connect to the target audience. Finally, companies need to curate content that makes them leaders in their industry and relevant to their customers. Targeting and engaging brand loyal customers is far more effective in the long haul than attempting to amass the largest amount of followers.

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