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Sales Leadership

The ROI of Social Media

Interview with Zena Weist, Strategy Director at LevelFive, on location at the Integrated Marketing Summit in Kansas City. Tune in to discover two ways organizations can measure the ROI of social media in today’s modern business.

Zena Weist, Strategy Director, LevelFive

In this episode recorded on location at the Integrated Marketing Summit in Kansas City, I interviewed Zena Weist. Zena is the Strategy Director at LevelFive, an interactive development firm that helps companies solve problems through research, strategy, design and technology. Their flexible methodologies design digital experiences, solve problems and build solutions for businesses.

What is the ROI of Social in Modern Business Today?

As Zena shares in her interview, there is a lot of discussion around social media ROI. She reveals two ways to look at ROI:

  • Are you increasing revenue?
  • Are you reducing costs?

Zena mentions that the interesting part of social is the reduction of cost. Listen to what your customers and prospects are saying. She shares a social ROI example of what she did when working at H&R Block. Zena also talks about real-time adjustments via social, even for B2B companies.

Listening via Social

Zena goes on to say that organizations need to set up a social infrastructure to respond in real-time. A listening tool must be in place. The customer service and operational teams need to be brought in. There needs to be a group of people that understands social and what it means. A strategy must be in place as well.

Marketing or Customer Service Issue

Zena shares that social falls into all the different silos in an organization, not just marketing and customer service. Everyone in a company needs to get along and work together in a collaborative environment. In social, take the customer view and experience. Focus on customers and prospects or they will go elsewhere.

To sum it up, 2 ways to social ROI in today’s modern business are to 1) create a great customer experience and 2) respond in real-time. Catch the entire interview with Zena Weist in the video above.

By Mario Martinez Jr.

Mario is the CEO and Founder of Vengreso. He spent 85 consecutive quarters in B2B Sales and Leadership. He is one of 20 sales influencers invited to appear in the Salesforce.com documentary film “The Story of Sales” launched in 2018.  He was also named 2019’s Top 10 Sales Influencers by The Modern Sales Magazine, 2018’s Top 25 Most Influential Inside Sales Professional and Selling Power Magazine’s 2018 Top Sales Training and Coaching Consultant.  Mario is the host of the popular The Modern Selling Podcast.

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