The return on investment question is one that continues to challenge social media marketers. How do you define it? How do you track it? Is it even possible?
Dell has long been a leader in showing results for their social media efforts.
- Look at social media as a lead generator. Dell found that the TechCenter community was a place where the company could observe a positive correlation between people talking about Dell products and then making purchases. This community has become a place where the company is able to demonstrate return on investment and lead generation.
- Take user-generated content and build it into other platforms. Dell has worked with different vendors to put a rating and reviews system on many of the company’s different social platforms. The company found that people who read customer ratings and reviews for Dell products are 138% more likely to make a purchase.
- Listen to what your customers are saying. Dell recently opened a Social Media Command Center where people are watching the 22,000 conversations taking place about the company, tracking the sentiment and pointing different departments toward these conversations.
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