Social Media ROI is not as important as this

In the hype that is social media, I think a lot of brands/people are forgetting one BIG thing.

This is a conversation

We tend to get caught up in the things that don’t matter so much, or are a result of conversation as a whole. People keep asking “well, what’s the ROI of social media”. Does it ever occur to you business-savvy thinkers that loyal customers are the return? Happy people? People who have positive experiences with your brand? These interactions mean a lot more than trying to figure out how you can grease up your tweets enough just to get a sale or two.

We need to start thinking of the real value that social media brings to us. No longer are the days where we have to guess who are customers are & what they’re thinking. They’re there, they WANT to talk to you (they do not want to be pitched, sold, or used BTW) — sometimes human interaction is all you need.

I bring this up because today I had a fantastic experience talking to one of our customers (whom I discovered while surfing mentions in Radian 6). This person wasn’t reaching out to us, they were reaching out to their existing connections in relation to one of our products (a very old product, also). I ended up finding her a solution through the thousands of results I got when searching Google, and we closed on a very positive note. She said she loved Twitter because when she asked a question, she got real help. She told me how much she loves our product and how often she uses it (even though the conversation started with her being frustrated). She was happy. I was happy.

This gave me a sincere feeling of satisfaction — and I remembered that it’s not about ROI, unless you can measure happiness. All the marketing campaigns, press releases, Facebook fans & Twitter followers don’t amount to the satisfaction I get from creating ONE successful relationship where there was none before. This is why I do what I do.



  1. David Alston · September 17, 2011

    Great post. I don’t think I have ever enjoyed being a marketer as much as i do now. Connecting with a community of people passionate about the same things you are is very rewarding and motivating.


  2. Marissa Gagnier · September 19, 2011

    I absolutely agree with you, David! Thanks for the comment.


    • melgallant · October 5, 2011

      Well said Marissa. I also think it’s a lot more fun having a conversation with people, helping them, etc. than pushing information at them.

      • Marissa Gagnier · October 6, 2011

        Absolutely, but it’s hard in a corporate culture to action yourself as a company that way. Some Brands are so used to pushing info at people, it’s all they’ve ever done – and it’s all that’s ever worked for them. It’s easy to say, hard to do – yet so rewarding.

        Thanks for the comment Mel!

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