What is the opposite of ROI? LOI? Loss On Investment?
A retail prospect I have in my sights employs a social media manager and, according to a contact there, a social media vendor. Depending on the sophistication of the vendor the retailer is probably getting paid search with reports, a social media monitoring read-out and a by-the-pound allotment of tweets/posts. Maybe 20 a week? I follow them and the work is very common. And potentially hurtful.
By comparison, I met recently with a smart digital strategist at global digital shop iCrossing. His social media strategy group, which informs creative, media, producers and account, also has by-the-pound accountability…but you can tell they sweat the work. The client has tight rein on goals, brand and content and challenges the agency to learn, turn and tighten – which they are doing. But not without growing pains. It’s hard work.
The retailer? Not so much. The retailer is losing on its social investment because its primary tactic is promotion. 10% off. Free this. BOGO that. Free tickets. Free delivery. ON SALE! Hashtag. Marketers once knew what promotion was for. How and why to use it. But many media socialists breathe promotion like air. So not only are they failing to make deposits in the brand bank – engaging custies along brand building, brand strengthening paths — they are giving money and margin away.
Tactical social media today is often undoing great brand work. The iCrossings of the world and smart clients are learning this. Many are not. The C-suite is starting to ask questions.
If you could only post once a week and you couldn’t give things away, how would you engage customers and engender loyalty? You need a strategy.