When it comes to business, especially small business, return on investment could simply not matter more. If you’re talking about social media for business, it can be notoriously difficult to measure ROI, if it isn’t completely impossible. That being said, taking a common sense approach to social media is one way that you can definitely generate a return, even if that ROI isn’t readily apparent.
Youtube: We’ve all talked about, at some point in time, how we wished there was a viable alternative to Google if only to keep them honest so to speak. While Bing is spending millions of dollars in advertising, Youtube has a ton more monthly searches on their platform than does Bing or any search engine outside of Google. No matter what you do for your business, getting a presence created on Youtube makes a ton of sense for any number of reasons. One of the best I’ve heard is that conversion rates on a website increase if you see a picture of a human. Seeing a video should help even more by most estimates and Youtube should be a virtual panacea for any conversion rate issues that you’re having. Lastly, I think it is important to mention the drastically changing media environment that we all live in. Video is not only the wave of the future for big corporations, but millenials simply absorb the stuff. My wife is the perfect example, give her a five minute long read of a page, she’s not interested. Give her a 10 minute long video on the same topic and she might watch it twice!
Pinterest: I always enjoy seeing the stay at home mom’s on my Facebook feed and what they’re into. I am seeing more and more links to Pinterest, literally by the hour. I can’t think of another social media site outside of Facebook, which has been covered extensively elsewhere, which generates this level of interest. All that being said, to generate real views, links and interest on Pinterest, you need something special and good looking to share. For my wine of the month club, a club newsletter and packaging simply aren’t enough. Instead I spend time taking pictures of vineyards and especially bottles of wine (some that we ship, some that we do not) and posting those. The level of interest and interaction is actually really, really good given the wine industry can create a number of interesting and unique postings through our normal daily work.
Twitter: Ok, so the whole hashtag craze is getting annoying to everyone including those of us who really enjoy Twitter. That being said, Twitter is one of the easiest ways to actually connect with people that you’d like to know. For many of us, finding customers on the social site is still difficult, but it is still an invaluable way to interact with bloggers and other industry influencers. Owning a wine club myself, the one group of people I simply can never speak with, are members of the legitimate wine press. That being said, the official wine reviewer for Beverages and More, Wilford Wong is available and willing to chat on Twitter. Twitter gives you access that other social media sites simply cannot, there’s value in that even if you have to figure out exactly what that might be.
[author]Mark Aselstine is the owner of the Uncorked Ventures Wine Club. A high end luxury wine club based out of San Francisco that is focused on delivering the best wine, not the cheapest.[/author]