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By Chris Miller
SHAKER HEIGHTS — So, what the heck is social media really worth? What sort of return on investment are we talking about here?
Some days, it seems that everyone is liking, sharing, commenting, retweeting, favorite-ing and pinning. On one hand, it’s easy to wonder if it’s worth it to have a social media presence. On the other hand, it’s also easy to wonder if we’re missing out if we don’t actively pursue having a social presence.
What this stuff is worth is also a question that digital media and social media pros wrestle with. Most brands that have staked out a social space are working on either creating a direct response of some sort, or brand awareness. All other strategic goals being equal, I’ve had much more success using social media for direct response than for brand awareness, although the latter can be done.