Striking the Social Media Balance to Get the Return on Investment (ROI)

Do you spend most of the day on Facebook adding photos, uploading new content and trying your hardest to get more “likes”?

Ever find yourself on twitter for more than an hour with no real engagement with a prospective customer or supplier? Or with no solution to the problem that led you to asking twitter in the first place?

Well, the key is to remember to strike the balance. Is it essential to be spending hours on perfecting your social media outlets so that one day if a prospective customer checks out your Facebook page – they will be impressed? Or, is it better to ignore the online presence and just continue operating the business traditionally? Of course, there is also the point that there are too many Irish businesses neglecting their online presence.

So, what is the solution…?

Do you:

a) Invest lots of time and money into developing your social media (Facebook, twitter and so on) and website and try to become a successful e-commerce business?

b) Ignore social media completely and continue operating as a traditional bricks and mortar business?

c) Aspire to strike a balance between the two extremes?

To get the Return on Investment, all businesses must endeavour to be a “Click and Mortar” business with a good online presence in addition to  strong brand identity both online and offline, by engaging in efficient digital marketing, having a good website that has been Search Engine Optimised and conducting traditional new business acquisition techniques as well as looking after your current customers.

Remember, it costs twice as much to acquire a new customer as it does to do business again with an existing one!

If you invest one hour into your digital marketing – you must  ensure you are getting something back in return for that investment of your time. At the outset, it may be increasing the number of likes on your Facebook page or new followers on twitter. At the early stage, this is good as it is increasing your brand awareness among the market.

However, as time goes on… you must ensure you are reaping the benefits of your digital marketing. Are you gaining new customers, And /Or new suppliers, and/or perhaps learning new skills?

Running a business is hard enough – don’t waste time on Facebook and twitter unnecessarily! Perhaps picking up the phone and calling someone or attending that networking event and introducing yourself may be more beneficial to your business than endless hours on Facebook? Cold Calling is NOT Dead! By Tori Hawthorne  is a great article discussing the importance of cold calling and is well worth the read.

Of course, Digital Marketing is essential. A good website and a social media presence is integral to almost every business in Ireland today – but the correct balance is the important bit!

To work out the balance that suits your business feel free to get in touch via twitter @aoiferigney or email

Written by

Aoife Rigney is a digital marketing and social media strategist, advisor, trainer and event speaker. Aoife loves her work – it’s her passion! From training one to one or a large group, advising a business on their digital strategy or speaking to a room of people – she simply loves it!

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