It’s that time of the year where affection is laid on thicker than a snicker—Valentine’s Day. Soon you’ll see Facebook relationship statuses change real fast within a 24 hour time frame. But if you think about it, this “lovey dovey” (or not so “lovey dovey” season) is similar to the relationship executives and marketing managers have—managers proving their love for digital and social media ROI. Determining how to prove your love for social media ROI with concrete evidence is tougher than deciding on whether to use eharmony or match.com.. Here are 5 steps to proving your love to your boss.
1. Every month there should be a Valentine’s Day.
During Valentine’s, you’ll see Instagram and Facebook flooded with pictures of over-sized teddy bears, chocolates of every color in the rainbow and cheap roses from your local grocery store. However, this ostentatious display of affection doesn’t seem as authentic if it only occurs once a year.
The same can be concluded when your boss sees metrics he or she has never seen before, presented only during year-end-fiscal reports. Subtlety and consistency is the key when reporting metrics. If new metrics are presented, make sure they are relevant, easy to grasp and fit within context.
2. Learn the art of the tease.
Valentines is also the time of the year when desperation is at an all-time high. You’ll see standards lowered and folks posing as though they’re modeling for Sports Illustrated. But remember, this season of lust is only temporary, and desperation is never cute.
The same should be said about presenting data and metrics in a report. Every metric you present should add to the overall picture of how you’re achieving ROI. So, before you present metrics ask yourself, “How does this add value to our overall marketing objective? Do I look desperate for attention presenting new metrics?”
3. Bling is always sweeter than chocolates. Put a ring on it.
Expect a lot of congratulations being wished on Valentine’s Day. As mentioned before, statuses will change from single to engaged. And for those who didn’t put a ring on it, their status will change from “in a relationship” to single within a 24 hour span.
The same can be said when reporting to the corporate “upper-class.” Soft metrics like engagement and reach will not cut as much as a diamond ring. Always ask yourself, “Where’s the bling?” Sure, every business has different tastes, and determining whether or not executives would like a princess cut over a round cut takes time. But the quicker you’re able to determine ROI, the longer your relationship will last.
4. Don’t be so basic.
No one likes basic things on Valentine’s Day. You know—the chocolate assortment that comes in a red heart-shaped case, the flagrant display of roses with baby’s breath, and the overstuffed teddy bear to match. Here’s a tip: Stop being basic!
Don’t be afraid to be different. Present relevant trends that could potentially affect business. Has there been a recent shift in social media activity? Is there anything out of the ordinary that needs to be addressed? Has there been a huge improvement or dip in performance that needs explaining?
5. Tell a romantic story.
Everyone loves heartfelt cards, and nowadays those cards are turning into heartfelt videos. A card or video with a person just saying “I love you” isn’t as heart-felt as a story depicting how and why someone is in love. Everyone loves the build-up. And this aspect of storytelling can also be used in business.
As you can see in my previous post, relaying your brand’s story is imperative to be a successful digital marketer. This is also true when you’re reporting to someone who doesn’t completely grasp the concept of marketing. First, your story must be worth being told. And secondly, it must have a beginning, middle and a grand ending.
I hope this blog will help you with reporting metrics and proving your digital and social media efforts are worth investing in. Stay tuned for more information on how to calculate social media ROI. Are there any methods you use when reporting social media ROI?