“It can’t be just ROI. It’s relevancy!”

Never have truer words been written about the shifting sands of marketing in the second decade of the 21st century.  As Mark Schaefer points out in a recent blog, companies need to understand that innovating within the social media sphere is simply part of doing business these days.  Furthermore, a website alone won’t cut it:  “68 percent of the Fortune 100 companies had a year-over-year decline in their website page views” because people want the relevant information parsed out and provided as needed (Schaefer).  Who wants to read a website when a twitter posting has the information required?

For mid-sized businesses, however, websites offer safety and ease of administration.  The also offer a marketing team a centralized location for coherent messaging.  One marketing person can monitor web traffic, add content through administrator panels, and send out emailed newsletters with embedded weblinks on a regular basis.  However, building out the website into a hub for Facebook, Twitter, and Linked In becomes a full-time social media job, particularly when “listening” to the echoes and responses is added to the responsibility list.

As mid-sized firms, such as financial services, law firms, banks, and insurance companies look to the daunting world of social media, they should take heart that they are getting involved in a maturing industry.  No longer will they need to wade into the weeds alone – there are many third-party and consulting firms that offer management tools that help to format and place content across the social media stratum.  Layla Revis, VP at Ogilvy describes six of these tools that she feels will gain adoption in 2012:  Buddy Media, Vitrue, Context Optional, Involver, Shoutlet, and Sprout Publisher.  The great thing about the management software she describes is that it packages the posting abilities with analytic tools that help assess the impact that postings are making.  These tools allow businesses to use their resources wisely to become relevant.  By investing in a dedicated social media team to listen and produce content, businesses can ensure their own future through monitoring their efforts.  As Schaefer points out in his blog, longevity depends on engaging in social media.  Customers and clients expect to find their goods and services on their phones, GPS devices, and by 2014, in their eye-glasses.


Manjoo, F. (2012).  You Will Want Google Goggles.  Technology Review.  http://www.technologyreview.com/review/428212/you-will-want-google-goggles/

Revis, L. (2012, July 6).  The Best Social Media Management Tools for 2012.  The Huffington Post Blog.  http://www.huffingtonpost.com/layla-revis/social-media-management_b_1648177.html

Schaefer, M. (2012, July 12).  It’s not just ROI.  It’s Relevance!  Business Grow.com @markwschaefer.  http://www.businessesgrow.com/2012/07/12/its-not-just-roi-its-relevance/


8 thoughts on ““It can’t be just ROI. It’s relevancy!”

  1. “Longevity depends on engaging in social media.” This is so true. Having social media platforms isn’t the same as using them. Your post did a great job pointing out the importance of listening and engaging to have a lasting impact (and also providing options for those companies that may not be able to take on the social media world alone).

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