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SOCIAL MEDIA The future of social media ROI: from ‘likes’ to interpersonal metrics Measuring the success of social media interactions cannot be done using traditional ROI metrics. Instead, the nature of the communication channels involved requires a new approach. AST YEAR’S RECORD HAZE 3M experienced community and interacting with other that blanketed Singapore and an 87% lift in social customers of the brand. L surrounding Southeast Asian Relationship building was the central countries caused enormous social media media interactions tenet of the company’s social success. chatter. Singaporeans turned to Twitter and By investing the time, energy and tools Facebook to voice their concerns, fears to cultivate relationships, it created a and complaints about the smog emanating sustained interaction with customers, from burning Indonesian farmland across The company’s Singapore social media especially important as the haze has re- the Malacca Strait in nearby Sumatra. team was also on the ball, publishing emerged across Southeast Asia recently. Many were worried that respirator masks tips, alternative advice on how to battle were in short supply as citizens descended the haze, and even advised on different The ROI discrepancy on pharmacies to stock up. types of respirators available. In addition, Despite pockets of excellence in growing Multinational conglomerate 3M, the brand also recognised kind-hearted consumer engagement and sustainable a major supplier of face masks in the Samaritans by sending 3M gift packs relationships through social media, there is region, was quick to respond. The and letters from management thanking a worrisome disconnect between marketers company jumped into action, forming a them for their courage and graciousness jumping into social media and their ability to crisis team of 20 employees dedicated during a time of national anxiety. As a effectively measure their success. to coordinating with the government and result, 3M received greater positive social In a 2012 industry report, 86% of its supply chain to make sure there were media mentions and experienced an 87% marketers agreed that social media was enough masks to go around. increase in people joining its social media important for their business and the trend 26 strategicmarketingafrica Third quarter 2014 26-29 Social Media v3.indd 38 2014/06/26 3:50 PM