said 8 months, 1 week ago:
@thedannorris My apologies for taking so long to respond. Got tied up in a series of assignments.
While I do use Twitter, I’ve found LInkedIn to be the most useful for business.
The definition of who is a “brand champion” for you will depend on your business objective.
For me, it is anyone who help me generate an enquiry for the service I offer online – a learn-by-earning coaching service to build a sustainable brand. I simply ask “How did you get to hear about Univbrands? Because I would like to thank whoever recommended the service”.
For each enquiry I get, I send a “thank you book” usually one that is on brand building itself, or where I know it, will be of special interest to the “brand champion”.
I don’t need a great number of leads a year to sustain my business so I can do this without too much trouble.
For clients that need responses in far larger numbers, the principle still works. Even thank you mail/posts to those who further the cause of your brand can easily be counted.
Then you divide the time spent on social media (usually the biggest cost) by leads generated and you know your “cost per brand champion”.
Yes, it does need the discipline of noting the time you are spending on social media each day.
Most people think “Social Media” is free. It’s not. Calculate the opportunity cost of your time and you’ll know the real cost of social media.
(It’s still more cost-efficient than most other ways of generating business. Because your “brand champions” can do the marketing for you.)