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Grouping social media users based on their expectations for ROI

Being around people who want to join the social media train is a time rich of information. Full of indications on how people who don't know what social media is all about, see this new area. What is more interesting than everything, is the expectations of various people for those media, how imminent those are, how tempting and at the same time how much of a deal-breaker they can be.

There are computer users, those who know how to use the computer really well, at least as far as office requirements are concerned. There are also the internet services users, those who know their way around email, search engines and the pholisophy of websites, blogs and forums. There are the social media users who do use facebook, twitter and youtube for their personal life. In all of those three categories, we've met people that want to join social media no matter how accustomed they are to those platforms as simple users ( and not businesses ).

Of those people that do appreciate the existence, purpose and potential of a social media presense, there are also a few groups to organize those people in. First, there are those who understand that a productive social presence of their business needs quite some effort, loyalty, marketing skills and nice ideas. There are those who do appreciate social media potential return on investment but do not perceive that some extra steps need to be taken in order to make their social presence interesting, important and productive. Those are the users that will only be posting regularly on facebook and twitter and will follow a rather lukewarm activity, which eventually will do some, but not a lot, of work. Last, but maybe the bigger part of the people we've met, are those who fall in the most common and easy to make mistake about social media. Those are the users that think that because there is a huge user base in social media, having i.e. a facebook page will, for sure, attract more connnections, even if they do nothing. They think just an initial effort has to be made so that a lot of users get to know the brand and then it will all work by itself. Those are the users that will invite a lot of people in their facebook page, will follow thousands of profiles in twitter and so on.

Another important notice is that there is a level of diffculty on convincing each group of users about the potential return they are to get, based on their activity in social media. For instance, most people think that social media is a way to magically and immediately increase sales. Those users think that via opening a facebook page and very very soon, likes will be turned into sales. From our experience, those are the users that need more likes fast, anticipate an immediate increase on the number of people going into their store coming from i.e. facebook.

People that understand what social media presence entiles, know that sales may never be increased, or their physical increase may never be put down to exact numbers. Those know that what social media can do, is increase brand awareness, introduce the brand to more people online. You see, if your brand sells shoes, there are people in your area that don't know about it for certain. Here is where social media can help, apart from other sections of your marketing of course.

So bottom line, likes-followers-connections may not come that fast and also of those, maybe none will be turned into sales, but if you've managed to put your brand's idea, moto and purpose into users' minds, then your sales potential has already increased without you knowing about it. In plain words, if you get your audience to like your brand ( which forces a lot of different things for you ) and remember it, then more and more will come to your store to buy something.

Don't anticipate fast increase in likes, more and more followers quickly in twitter and more connections fast in all the social media you are present in. Make sure you provide info, publish some of your business-topic know-how and keep the conversation going with your audience. Be patient and good things are about to happen in social media. If you want more, then you have to become smart, think of new ways to promote your brand, call your audience to action and give them something hot in return, then wait and see how your mini-advertisers work for you.


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