There’s no denying that in today’s competitive environment, numbers matter. Using numbers to measure business decisions give quantitative data to the decision-maker data on the outcome of that choice. The most popular form of measurement is Return on Investment where the basic question goes as follows: “If we spend x amount of dollars on a plan, then what measurement can we use to determine a successful outcome and how long do we give the plan to determine its success level?”
Many businesses try to use the same question when implementing a social media plan. Big mistake. Let’s go with the basic premise that we can measure something pretty easily, like Twitter followers in this example.
You’re an owner opening up a store and you’re looking for a cheap way of promoting your business. Your friend advises that you promote your business via social media, but you’re clueless on how to use it strategically. How do you take care of the problem? Call your neighbor’s 20-year-old son studying at a local college and ask him to help you. He promises to get you 1,000 followers in two months. Problem solved, right? Wrong.