As business owners we have to justify where we spend our time. And with new social media tools like Facebook, we have to be extra cautious about if and how we spend our time online!

One of the most pressing questions that I have received is “How can I measure my social media success?” But I think before any person can answer that question for themselves, a predetermining question must be asked:

“What is the real value of social media for business?”

The real value of social media is not going to be exactly the same for every business. Many marketing professionals claim that the one and only purpose of using social media is to engage others. While I think that is an admirable goal, it is also one that is unrealistic and sets forth an unfair expectation of people in general. Social media has many purposes which includes engagement, but also information sharing, collaboration, customer service, and reputation management, just to name a few.

The real value of social media has to be self-determined based upon two main criteria.

DIRECT RETURN ON INVESTMENT. Your businesses direct ability to use social media as a marketing platform, integrating strategies into your overall business plan; both enhancing and replacing some forms of traditional media.

INDIRECT INFLUENCE. Your individual ability to indirectly influence others through thoughts, social actions and relationships being built, sustained and cultured, while translating that into a business value.
Using Social Media to Have a Direct Impact on Your Target Market

Get instructions on creating measurable social media strategies, and how to position yourself as a trustworthy online niche leader: