Social ROI Conversation With a Sceptical Owner
Explain value honestly without inflated claims.
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Help me prepare for a conversation about the value of social media. The owner's concerns: [OWNER_CONCERNS]. What we spend (time and money): [COSTS]. Results we can measure: [RESULTS]. Results we cannot measure directly: [UNMEASURED]. Create a briefing with a simple cost table, a list of outcomes with evidence (enquiries from social, sign-ups, brand searches), and an honest section on what cannot be attributed. Suggest a measurement plan for the next quarter, such as asking new customers how they found us, using tracked links, and comparing branded search trends. Draft answers to five tough questions. Avoid claiming ROI figures I cannot support, and propose a fair test with agreed success criteria and a stop decision. Also add a one-page summary for the owner, a plan for a three-month trial with agreed targets, and a fallback if the trial does not meet them. Include a short script for opening the conversation by agreeing what success would look like, before presenting any numbers.
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