What’s the ROI of a Tweet?


I can’t believe people are still saying things like this.

I started my career in PPC ads, so I understand and love a positive ROI as much as anyone.

However, times have changed. This is 2016 and you cannot afford to ignore social any longer.

If you’re not seeing an ROI on your social media, something is terribly wrong. You’re asking the wrong questions, looking at the wrong metrics, doing the wrong things.

Before we get into that, let’s consider a symphony orchestra.

ROI of a Violin

The orchestra’s goal is to create beautiful music. The composer puts the notes on paper, and the conductor gathers various musicians and instruments to come together to create beautiful music.

How do you measure the ROI of each individual source of music?

Does the Violin deliver the best ROI?
Or is it the percussion section?
How many flutes do you need to produce that angelic sound, 2 or 3 or 4?

The answer is – You cannot measure it. All of the instruments work together to create beautiful music.

It is the power of integration that makes beautiful music.

When we put this in a Social Media context, the goal is to drive traffic, generate leads, build authority, so people get to Know Like and Trust you.

How many social media posts do you need?
How many tweets?
How many emails in your autoresponder?
How many blog posts will it take?

Every piece of the orchestra plays its part in making beautiful music, and we cannot measure their individual ROI.

In 2016, it is the same with Social Media.

The average business can not run a stand-alone FB ads campaign and expect stellar results for very long. It might work for a day, a week, or a month, but your business cannot rely on it as a steady stream of traffic.

Now, with social proof, online videos, live feeds and more – you absolutely have to be present on social media – in front of your audience – in a real and authentic manner – CONSISTENTLY.

Your content needs to be syndicated across all social platforms to connect with your customers who are there.

You already have enough content.
Most Entrepreneurs do.
But it’s just sitting there, hiding away on a server somewhere.
Drag it out.
Schedule it in Hootsuite or MeetEdgar.
Get it in front of your people – QUICK.

Social traffic takes work. But you don’t have to (and probably shouldn’t) be doing this on your own.

Just like an orchestra, a proper social traffic strategy needs a professional “Conductor” to oversee and implement a plan that delivers consistent traffic, leads, and sales to your business.

I can help you find a Conductor.
I cannot help you if you’re still expecting to measure the ROI of a Tweet.


Stop trying to measure the ROI of a violin.
Instead, measure your ability to create beautiful music.

All the best,

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