ROI on Social Media?

I keep reading about how to calculate your ROI on social media, and the concept just baffles me. Frankly, anyone concerned about this is missing the point entirely. Social media isn’t about numbers or sales or any other sterile, detached facet of business we’ve become accustomed to in the past. It’s about connecting and building relationships with people… and over the long haul.

Maybe it’s not right for you – that’s your call. But if you do it, do it right. And that means be helpful, genuine, authentic and honest. That concept is what will make a difference in your bottom line in the end.

Okay so that’s a little bit of a rant on my part. But it does actually have something to do with your business communications. See, one of the best ways to connect with people is to give them lots of helpful information – to offer your expertise, if you will. Not just anything, but information that provides a solution, insight or answer for whatever someone is seeking at the moment you reach them. So think articles, blogs or direct-to-buyer press releases. Even easier, just answer a question from a contact in LinkedIn or re-tweet something you find on Twitter.

Is it going to get you your next big sale? Probably not (but it is possible). Will it help to position you as knowledgeable in your field? Yep. Will it help to spread your word? You betcha. The bottom line is not only will people appreciate your “realness,” but it’s just the right thing to do. Now let me ask: what’s the ROI on that?