Only 14% of social marketers are able to quantify the revenue generated from social media. So, if you do use social media to market your business look for non-financial criteria - specifically, such things as brand awareness, community engagement, upping web traffic, and increasing sales/leads.
Also, many polls have demonstrated that consumers are looking for content that feels authentic to the brand and not just an ad to push product. So produce content that educates, tells a story, or inspires. To that end you need to have ads that: push discounts/sales, showcase new products/services, and/or videos that instruct. If consumers, on social platforms, feel they are being 'sold to' they are much less likely to watch your content/ad.
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Consumers are weary of ads, so it is imperative that brands have a firm grasp on the story they are telling in their ads. Social videos shouldn't be self-serving or laced with sales jargon, but offer real stories, people and situations.
Jim Lavorato, Principal
Fund-House Ventures, LLC