The client’s perspective was that it is important to have a unique presence on each social media platform because engagement is different on each one. That may be true, but given the reality of the environment is it practical from an ROI perspective? Creating unique social media content is expensive.
Social media marketing is not free. Each piece of content takes time to plan, create and execute. According to Social Media Examiner 64% of businesses surveyed spend more than 6 hours per week on social media activities. That’s a full day out of a week for a team member. Nineteen percent spend more than 20 hours per week.
The content that marketers produce takes time to develop. The two most commonly created forms of content are: visual, such as images and videos, and blogs. So, how do you determine the value?
Return on Investment = [Gain from the investment-Cost/Cost]
To calculate ROI you need to determine the costs associated with the social media marketing strategy, which usually means how much time your staff spends on social media as a percentage of their work day and their rate (or portion of their salary) attributed to that time.