I thought this was a great article/blog post by Michael R. Macias on that I came across on the Small Business Tech blog. This is what I try to get across to clients that I work with: social media marketing is a marathon, not a sprint. Just like I said in my older blog post “Diving into Social Media” – you have to be in it for the long haul. Read what Michael had to say to business leaders:

Far too often in the business world the term return on investment (ROI) is used to justify actions or strategies. Though the term certainly has a place in the small business sector, it doesn’t fit everywhere. And there is one place it should never be used-social media. Imagine if all of us treated our “real” friends based on the concept of “ROI” like we do with our “virtual” ones. Chances are it would look a little something like this: “Today I hung out with Billy, but got nothing in return, so I won’t be doing that again, even if we’ve been friends for 20 years.” We’d all end up without any friends if we lived our lives that way. Well, the same rule should apply to any social media efforts your small business engages in. Using Facebook shouldn’t be about tracking ROI, or measuring the benefits of your friends.

Granted, there are metrics or insights, available to show you how effective your messages are, but that shouldn’t define your efforts. Social media is about more than just sales conversions or coupon deliveries…it’s really about relationships. Today’s consumers want to feel connected to a brand, and have a personal relationship with it. It’s about engaging people, inspiring them, motivating them, and encouraging them to appreciate your brand. When you decide to dive into social media, think about treating it exactly as you would a new friend. As you get to know them, and they get to know you, you start to like each other more, and the next thing you know, you are introducing each other to new people. I believe in the business world we refer to that as word of mouth marketing. So before you try to rate your “virtual” friends, or create a system to track their value, stop and think, “Would I do this to Billy?”

This was a guest post and thank you Michael for taking the time to write this great post. You can find out more about Michael and his business at his website www.insidethecube.com . An impressive website and it is worth taking the time visit. Also you can follow Michael and his business on twitter http://twitter.com/CreativeQube.

Greg Atkinson

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