What ROI Can I Expect from a ‘Social Media’ Program?

This morning, I spoke with about fifty or so economic development officials from across the country gathered in DC for an event put on by the Institute for a Competitive Workforce (ICW).  The ICW “promotes the rigorous educational standards and effective job training systems needed to preserve the strength of America’s greatest economic resource, its workforce.”

The topic of my talk was grassroots recruitment — and I focused on the utilization of modern media tools to harness and deploy unique, compelling content to recruit “business champions” who can become active on behalf of the Institute.

One question I received — a common one — was about the challenge of expending scarce financial resources to engage in a social media program.  ”What return-on-investment (ROI) should I expect from such a program?” the questioner asked.

This is one of the most common challenges we face with new and potential clients — and one of the most common fears by organizations.

As I often do, I answered this question with another question:  What is the ROI of your current PR staff(er)?  Of your existing communications program?

It seems to me the most important product of any advocacy organization is its communications program.  And organizations today must re-tool their existing communications programs to focus on delivering compelling content through technology.

The days of the former-journalist-turned-PR-professional running your PR program by simply sending our press releases are gone.  Your social media program IS your PR/communications program.  And, for an advocacy organization, your communications program is your most important product.

You’re already spending money on communications staff.  Are you currently measuring ROI for that staff?  Maybe … maybe not.  But why would you do anything different for a “social media” program?

Social media.  PR.  Communications.  It’s all the same thing.  It’s time to stop putting them in different silos.