Lori Lewis On The Worst Word In 'Social Media'
June 20, 2012 at 5:41 AM (PT)
In reality, Social Media success has little to do with the word "media" or reach based on estimates. Success is not about "likes" or how much a follower is worth.
JACOBS MEDIA Dir./Digital and Social Strategies and MERGE author LORI LEWIS says, "When done right, Social Media success is about exposure, influence which leads to increased usage.
"So, in business terms, the 'ROI of Social Media' is that you're squeezing out more value from your fans for the lifetime of the brand. If that's not enough, then maybe you shouldn't use Social Media. Nobody is saying you have to be there.
"But you reap what you sow, and you can't reap loyalty if you don't (socially) invest in your fans."