One of the frustrations those of us who work in social media and the Internet have to deal with from time to time is the apparent lack of interest in what we are offering. While there are plenty of “experts” who will say that it is either because you aren’t a celebrity, some big name brand corporation, or just not trying hard enough, most of us have been around long enough to realize that that may not always be the case.
Evolve Systems has always stressed the importance of good content and being active on social media in order to grow your business and maintain connections with your clients and customers. The adage that “good content will bring visitors” is not always necessarily true, but at the same time is completely true. Over time, good content will bring you visitors. But, if you were to create the world’s best haiku and post it online, the quality of that haiku does not guarantee that people will find it. You must be diligent at keeping up the good content and getting it in front of people.
That above is what’s key – “over time, good content will bring you visitors.” So at most you are looking at a long term ROI. But what about those people who comment seemingly immediately to your content?
ReadWriteWeb has posted an article addressing this topic – Research Examines What Motivates People to Comment Online. Here’s a quote, but we highly suggest looking at the whole article.
A study by professors at the Warsaw University of Technology has demonstrated something not surprising to those of us who’ve spent any time on the Internet. That is, people who comment online are often motivated by emotions, and negative emotions at that. Furthermore, the longer online discussions last, the more likely they are to turn increasingly negative, and in doing so, these negative discussion dissolve into a back-and-forth volley, sustained by fewer and fewer commenters.
This research demonstrates conclusively something that Evolve Systems and other Internet companies who do social media and SEO have been saying for quite some time: comments are not a reliable indicator of either quality or influence. To determine the ROI of your social media or blogging endeavors, the two things most commonly commented upon, you should not look at the comments. Those of us who have been on the Internet for years, even personally, have experienced the spiraling negativity that online commenting can bring. No matter how positive something starts, sooner or later a troll will show up and turn things negative for everyone else.
So at the end of the day, Evolve Systems recommends not looking to comments to determine the ROI of your social media or blogging endeavors. Look instead to number of page visitors, number of emails received, number of products sold, number of attendees at events, number of ranks you gain on search engines. Determine what your metric and goal are, and then continue to blog and utilize social media. Don’t give up because your best friend won’t comment on your business proposal. They are your best friend, and their silence is support.
Which brings us back full circle – over time, good content will bring you visitors. And visitors will bring you better business.
Are you needing someone to run your social media for you? Perhaps you are needing to update and refresh your site through SEO? Consider hiring Evolve Systems for all of your Internet marketing needs.