What’s the ROI of your mother?10 Jul, 2013 | 1 Comment
Does social media bring your organization funding? Why do I tweet, make facebook posts, email my subscribers, blog etc…? What is the Return on Investment (ROI) on all of this social media activity?
While reading Chris Brogan‘s blog post, The Passion of Gary Vaynerchuk, I discovered the provocative question — what’s the ROI of your mother? — and thought: what a great way to start talking about, Marketing.
As a side note, I strongly recommend reading the blog post, which created a buzz of comments — Gary even hops on the post and starts speaking to people.
Let’s talk a little bit about Mr. V:
Gary believes that passion will create a successful business and that businesses should be humanized brands. Social media allows you to create an emotional connection with your audience that will establish trust, which will ultimately drive sales — if and only if you are consistent with your passion and literally shove your passion down the throats of your audience, every single f*%$&n’ day. Sorry for the cursing folks. I am doing it in the spirit of Gary V., who curses like a sailor and does so — in my opinion — to humanize his brand, which is something we should all think about when we market our nonprofit.
Now if you’re a PERSON with a mission that doesn’t curse, then do not do it!
At a young age Gary found his voice for marketing his brand — his father’s liquor store — and turned this business into an online wealth of knowledge for wine hobbyests. With raw, real, passionate and casual elements, he created the first video wine blog. He kept his blogging activity consistent and turned his father’s offline $4 million dollar business into a $45 million dollar one in five years.
So, what is the ROI of your mother?
Answer: there isn’t one….and SHAME ON YOU for trying to put monetary value on the return you get from your mother — here’s a virtual slap in the face from me to you.
The return on social media is a value that you cannot know. Gary says, “It’s ridiculous that we are being asked to justify the ROI of social media when traditional media metrics are full of s**t.” He further adds that it’s not about ROI. “It’s about building relationships,” and that “The reason we love our parents is because they loved us first. Every single company should take this advice.”
As far as I can tell, Gary has nothing to say about the nonprofit sector, and he would probably not have the nicest things to say about it — unless he views it as a business.
Nonprofits are in a perfect position to scream their passion down the throats of their audience because a nonprofit is a passion. No one starts a nonprofit to be mediocre. You live the mission of your nonprofit because through your organization you are inserting your value in the world. You want to FIGHT for a cause. No boxer is half outside a boxing ring.
You’ve put on the gloves. Someone has to get knocked out.
When you tweet, look at it as a microblog, something you’ve always wanted to blog about but did not have enough content for — so just tweet it.
When you blog, just write about only one idea — and it doesn’t have to be more than 4 paragraphs. Just make sure the value of the post is there.
When you facebook post, make sure you post as if you were at your dinner table. You are talking to family, after all.
Build relationships with social media, humanize your mission and make an emotional connection with your audience. People buy into what they can touch, feel and love. Don’t push your marketing on your audience — rather, pull the audience to you by ”outcaring.”
Don’t worry about your competition. Just “outcare” them by worrying about your audience.
How does your organization either struggle or succeed with social media? Do you have any general advice or questions? Don’t hesitate to comment below.