What do you do if your company expects to see an immediate ROI on social media, rather than the long-term picture?

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You could share resources from industry experts about what to expect and why it’s a long game

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Educate them as if they are 5. Present the facts and industry stranded on how ROI works. If not… they will not understand and might exit you out.

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Follow up with questions about how they intend to support those ambitions, and then level-set based on their feedback. We know it’s not a switch you can flip with funnier copy and sharper videos; they likely do not.

Questions include:

* Budget for paid amplification
* Budget for ambassadors / influencers
* Assuming needs for new creative
* Audience data for refined targeting

And then you can develop a POV for content creation and budget allocation. Depending on their goals and your business, there may be a need to A/B test, for example.

Price it out a bit.

“Here’s what it would cost to do what you want.” (Likely astronomical.)

“Here’s what success looks like based on what we have.” (Probably can be tiered based on necessary staffing and how often assets need to be refreshed per platform.)

If none of that makes sense to them, you’re working with knuckleheads, and I send thoughts and prayers.

likesmart

Appreciate the super thorough answer! This is really practical advice, will definitely try out.

Tell them that's not how it works and set expectations immediately. Don't say yes to a project if the client doesn't fully understand how you will provide the ROI

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I would first talk to the boss even try to Google an expert because just general knowledge to me but even have an expert say that generally takes 3 months to start seeing a ROI if they’re still down your throat about you put this up a week ago why aren’t we seeing results you failed in making good posts or ads I would consider leaving the company they don’t understand how it works and so want something impossible. Or if you meant I want results from the first making something really big and make it successful with no marketing plan you should talk to your boss about a long term goal ask what is and where the company wants to go? If they don’t plan/care/listen to you about it I’d look for new because they won’t be happy with the results and blame you

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Good question! I would be interested in how they are weighting the rest of their marketing mix? What else is supposed to be driving sales or immediate ROI vs what else is accepted that it will take some time. That data will help you know what is already in the mindset of your leadership to test and learn versus must perform NOW. It’s easy to set baseline short-term social goals. It’s the longterm ones based on actual data and leadership buy-in where you’ll truly win. But sometimes we have to eat our vegetables before we get dessert. Good luck!

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Manage client expectations.

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