In the business world, nothing gets the attention of a CEO or CFO quicker than the words Return on Investment (ROI). There are two forms of ROI, soft and hard, and when implementing a social media campaign both are beneficial.
Soft ROI is not quantifiable in dollar amounts. To measure soft ROI in a social media campaign, companies should focus on things like: tags, likes, posts, friends, comments, site visits, etc. Hard ROI, on the other hand, is measured as how much money a company can expect to earn from the campaign.
An organization like the YMCA, whose focus is primarily on engaging and improving the community, social media is becoming more useful every day.
In most communities it is safe to say that the majority of people are engaged in social media of some sort. The YMCA can use this to its advantage by using social media to accomplish a number of its goals.
The goals of a social media campaign for the YMCA should be:
- Raising awareness about programs and services.
- Engaging more people on social media channels.
- Inform online community about scholarships and stories.
As different modes of social media are introduced to the YMCA community, the impact they have can be measured through both soft and hard ROI.
As I mentioned before, the soft ROI can be measured as how many followers, likes, posts, positive comments, etc. are counted throughout the campaign. These numbers are important to an organization like the YMCA because they focus on improving the community. Not to mention, they can lead to hard ROI measures like increased membership sales, member retention, customer satisfaction, etc. All of these can be presented to the company directors and CEO to prove that social media can positively impact their bottom line.
Slide Show:<div style=”margin-bottom:5px”> <strong> <a href=”https://www.slideshare.net/SidneyGeldmeyer/social-media-roi-31389681″ title=”Social Media ROI – YMCA ” target=”_blank”>Social Media ROI – YMCA </a> </strong> from <strong><a href=”http://www.slideshare.net/SidneyGeldmeyer” target=”_blank”>Sidney Geldmeyer</a></strong> </div>