Beyond a tool for communication, relationship and visibility, the real issue of the presence of brands on social networks is to transform commitment into business. After a period of experimentation based on test and learn, the question of the return on investment of social networks is now becoming essential, especially with regard to the human and financial resources that organizations devote to it.

POWERFUL RELAYS

According to the 2016 Interactive Social Life study, 71% of Internet users over the age of 15 are active on 2.6 social networks on average. Their uses on social platforms are diverse: getting information, finding good deals, benefiting from after-sales service … The whole challenge for organizations is to capture this interest and transform it into an act of purchase. The sectors that most attract social users today are clothing, high-tech, beauty, media and leisure, and it is naturally they who started the first to try to transform the engagement of their “ fans ” in business. But other sectors are also devoting significant resources to the analysis of data collected on social networks, in particular tourism, banking and distribution.

A LEVER TO IMPROVE COMMERCIAL PERFORMANCE

Everyone has understood that the main advantage of social networks is based on the wealth of information they allow to collect, in real time, and on the close link that they create between the company and its customers or prospects. Clearly, it is not because a social user follows a brand or “likes” a product that he will buy it, but the recommendation of other Internet users can reinforce this capital of sympathy and the distribution of regular content (Twitter thread by example) ends up creating a presence in mind that can promote the act of buying, when a campaign is launched at a convenient time. In the insurance sector for example, detecting “moments of life”- important changes such as a move, a wedding or the arrival of a child – is essential to offer an adequate product or service. Social networks say a lot about the lives of Internet users. And thanks to predictive marketing, these privileged spaces of expression can even be used by organizations to identify needs and future market trends.

CHOOSE YOUR NETWORK

The sales departments must work in close collaboration with the marketing departments to determine on which media to focus their efforts in particular: Facebook, Twitter, LinkedIn, YouTube, Google… “The important thing is to get social media marketing services choose the social media platforms that will generate the more conversion for the brand ”, To measure the financial impact of a social strategy, you have to start by defining a baseline, with a review of turnover. Then establish a temporal graph of all the actions performed by the company on social networks, and then observe the cause and effect relationships of these actions, to determine the marginal gain ”. To the basic indicators of leads, traffic and requests for quotes, we must add the number of likes or retweets to obtain the “social ROI” (return on investment), and of course include the costs incurred in terms of of community management, often far from negligible. Well targeted, an affinity campaign focused on a community of Internet users can have a better ROI than a television campaign!