Quality Counts, Too

Today’s BizTimes Milwaukee had an interesting story on a local non-profit leveraging social media networks to push it’s annual donation drive to younger donors.  The article, “Use Social Media to Build Your Tribe”, reports that the campaign was successful, bringing in $12,460 of new donations.  While the quantitative results of the campaign were positive, some organizations may look at the “small” number and think it’s not enough to cover the investment of time and resources.  Those companies are wrong…

Social media isn’t just about quantity.  It’s about starting the dialog with your audience.  My strong belief is that the true measure of ROI in social media isn’t quantitative in nature, its qualitative.  Engagement may very well be an overused, ill-defined buzzword, but the truth is that the number of followers you have, links you post or dollars you earn mean little unless you develop an ongoing relationship with those that show interest in your brand.  Conversing with your audience and providing useful, relevant information so it can be shared with others will benefit you more in the long run.

Fortunately, the United Way of Greater Milwaukee got it right.  The spokeswoman for the organization didn’t define success as the number of dollars raised, but said “the relationships we managed to build will be worth exponentially more in the future”.  Bravo!

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