Everything You Think You Know About Social Media and Measuring ROI is Wrong!

Everything You Think You Know About Social Media and Measuring ROI is Wrong!


Mack Collier is a social media consultant, trainer and speaker. He has been actively immersed in social media since 2005, and in that time, has helped advise, teach and consult with businesses of all shapes and sizes on how they can better connect with their customers via these amazing tools and sites. While being passionate about the social media space, what truly excites Mack is the human connections that can result from the proper use of these social tools. His motto is “Don’t focus on the tools, focus on the connections that the tools help facilitate.” His goal is to help his clients create those connections with their customers, and nuture them into relationships that help grow their bottom line.

His social media ‘homebase’ is The Viral Garden, which in 3 years time Mack has grown into an influential marketing/social media blog with a monthly readership of over 175,000. He is also a frequent contributor to the website Marketing Profs, as well as the marketing blog Daily Fix, and small business blog Search Engine Guide. His writings have been referenced in several mainstream publications and websites, including The Washington Post, MSNBC.com, Ad Age, CNET, and The Boston Globe.

Mack is also a requested speaker and has presented at some of the top social media conferences and events, including South By Southwest Interactive, Marketing Profs Digital Marketing Mixer, and Small Business Marketing Unleashed. He is also passionate about teaching companies how to use social media sites and tools more effectively, and offers training and seminars privately to companies, in addition to his public speaking schedule.

You can learn more information about Mack’s social media training and consulting services here. If you need a social media speaker for your event, or want to know where Mack will be speaking next, click here. If you want to email Mack, click here.

Mack wrote this bio. The third-person thingie is just for fun.

Thanks Mack for stating what should be common sense: Quantifying relationships results in disappointment. Imagine ranking friends based based on the number of people you could potentially interact with through them? Transforms the entire concept of friendship into an myopic, egotistical activity.

On a daily basis, I find myself explaining decisions to connect clients with a blogger only possessing 5,000 monthly readers with 400 Twitter followers (or some variation). “But Blogger X has a Twinfluence of 10 million. He can potentially reach 10,000,000 readers. Why not him?” My response – participating in a conversation where your opinion is actually valuable builds a trusting relationship capable of spreading your ideas further in the future.

Thanks for letting me rant Mack – Would be interested in reading your methods for tactfully reminding PR and Marketing professionals about the true value of “social” media.

Andy Angelos

Mack, Andy:

I absolutely agree that social media campaigns need to have metrics that make sense, given the long term goals. If you use the 1 day, 1 week, 1 month time horizons and expect to see measurable results/positive ROI, it’s time to realign expectations.

How many people do you meet and expect to become friends (or good friends) with in that short time frame? Because consumers anthropomorphize brands, brands should think about social media as a tool to develop relationships with those who are open to it. Why would brands have different expectations?

I don’t think it’s a big secret that I love SnagIt (software), Nordstrom’s (department store) and Whrrl (web 2.0 app).

Why do I love them? Because they consistently, repeatably demonstrated amazing service and I feel like I have personal relationships with these organizations. These interactions require a longer time horizon, thus metrics should be tied to long term goals.

I don’t think it is really possible to capture an ROI for social media marketing. How do you put an ROI on branding?

Thank you for your dead on insight.

I couldnt agree with you more. I get asked time and time again, how can I make money today with Social Media. I answer “you cant”. Companies wants to get involved in Social Media but have no idea what to do with it.

I am bookmarking this article as a reference to give to clients when they ask about our ROI.

The process that the organization uses to ensure repeat business/usage of its products/services on an ongoing basis

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