Return on Influence: Is It Important for Social Media Marketing?

The world, which was used to be solely dominated by search engine optimisation or SEO has now changed a bit and presently, something called Social Media Marketing or SMM has stepped into it. It is working well and in accordance with SEO though. It is the common rule that everything changes as it advances. Hence, this field is not an exception either. With the passage of time, it has even gone through some changes and makeovers as well as allowed the incorporation of different new things to be a part of it. And social media is one such thing. In the present era of the World Wide Web, most of us depend on internet for any and everything, irrespective of the fact whether it is for business, education, shopping, travel or any other thing. Survey says, in the present day, around 90 % of the purchases are influenced by this media.

Now, you can understand how much capable it is in terms of influencing marketing. The expert marketing professionals all over the world, thus, considers it to be a potential gold mine for them. This, as a result, has given birth to something called “Return on Influence” or ROI. This is, actually, a term which represents qualitative effects much more than quantitative data. It is said to be concerned with the user engagement than dealing with the associated profits and monetary investment in regards to the different metrics of social media. Are you wondering how can it influence the diverse social media marketing strategies? Let us find out how:

The connections that you make with the different users of the social media sites while executing the strategy prepared by you in advance is considered to be the chief factor for such an influence. And there arises the importance of Return on Influence. It is this strategy, which affects the attitudes, the perceptions and as a result, the actions of your target audience. The first and the foremost thing that the web engagement needs to create is impact. And this impact is said to be relative to the ROI, which is the new social media influence while standard Return on Influence seeks to feature the financial value. Thus, these two necessitates different perspectives while measuring the success of a program on social media.

Presently, in the age of social media, this metric has become so much important because it influences the new currency of the age. It helps one in increasing the brand advocacy, generating affordable impressions and many more. Generally, while deciding on something, cues are being taken by customers from the environment. Likely, in social media as well, cues are being taken from Klout scores and the total number of followers. This, in turn, influences our decision for whom to follow because people have a tendency to follow what others do. The user, who has got more followers, is believed to be worth following. Thus, in a way, ROI influences the social media marketing because more followers mean more traffic and more traffic means more earning.

About Author: Ericka Jonathon is a freelance content writer by profession. She finds immense pleasure in writing search engine optimisation related articles.

Dilip Rajpurohit

Dilip Rajpurohit is a Digital Marketing, MarCom and Branding Strategist with years of experience managing various IT platforms like Development, Designing & Marketing and working across a wide variety of industries with a search, analytics, social media marketing background. ; to learn more about him, you can find him at SEO4World and follow him on Twitter @SEODilip4u and join him on Facebook as well.

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