12 Social Media Questions for a Real Direct MarketerMay 22, 2013 By Thorin McGee
After the webinar, many of the attendees asked Gilbert some fundamental questions about direct marketing on social networks, and for an old-school direct marketer, his answers might surprise you:
1. How do you measure social media ROI?
Call me a heretic, but ROI is not as important as engagement ratio. Engagement ratio is the ratio is people who saw the post vs. the number of comments, shares and likes. I know that if people are happy, they will buy. When I use promo codes in posts, we can track results. Also, our call center is adept at asking people about Facebook and always hears things about how they enjoy our Facebook community, or that they looked at Facebook and everyone really likes the company, the food, etc., and that is why they decided to buy.