ROR, #RonR, is measured through organic engagement, community management, sentiment monitoring and so much more. It all comes down to one word: Value. How do your social media efforts create value for you, as a brand, and for your audience? What prompts that viewer to come back to your social channel(s) and to any other place you are looking to drive them to?
Social marketing is less about driving traffic, and much more about attracting traffic. Social marketing has evolved from seeing who could gather the most likes to seeing who has the most “on target” fan base. A simple quality over quantity shift. Measuring the Return on Relationship is not easy, as it involves not only analyzing connection growth, but also measuring the overall sentiment of your consumers voice in relation to your brand. This includes measuring the organic sharing rates of your content and your channel return rates.
More to come.
Ted Rubin talks about the value of “Return on Relationship” #keynotespeaker