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I’ve been asked to double our organic social revenue without any extra resources
Social media manager here with a goal to double our revenue this quarter.
To be honest, I’ve never really considered organic social a huge revenue channel. I see it more as a place to build a community, create brand awareness, and support other channels (like paid) when it comes to revenue.
Would love to know other’s thoughts on this.
I’m of course, a one person team. I have several freelance creators I work with which is helpful, but have very limited time to focus on overall strategy because I’m so involved in the day to day. We post to TikTok, Instagram, Facebook, YouTube so I’m churning out a lot of content. AND we ended our influencer program which helped support our organic social revenue.
Is this a reasonable ask?
I also find it very difficult to track organic social revenue… any tips on this? The person is very numbers driven, sees the value in social, but doesn’t understand how it works.
**edit any SM managers open to connecting and talking openly about revenue numbers and overall social strategy? We have 226k followers on IG, do about 1-1.2million/month in revenue across all channels, industry: personal care/beauty
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1 Reply
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I think you know the answer. It’s not a reasonable ask.
Sounds like you may need to help educate leadership or the manager who made this request.
Can you put together a deck showing your strategy and the resources/budget you would need to grow revenue?
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Yeah, that’s totally bogus. Management tends to forget the “social” in social media and want to use it as a BOFU channel. Can it be used for sales? Sure. But is that really why your followers are there?
You might be able to help your argument by looking at competitors social media. Obviously you won’t be able to get sales data but you could ballpark a conversion rate since this person is numbers oriented.
How many followers do they have? (potential leads)
How engaged is their following? (most likely to buy)
How often are they actually TRYING to get people to buy something? (likelihood of a sale)For example, if a competitor has 500 followers on FB you can assume a post will only be shown to like 2% of them. A generic conversion rate for PPC is 2.5% so if you follow that logic the revenue from a sales conversion on an organic post is about two-fifths of fuck all.
You can also use SpyFu and iSpionage to get estimate data on PPC results. Won’t be exclusively social media but again we’re just after some rough numbers.
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What about your email list?
If it is decent enough you can leverage that with a campaign, parterships with an influencer selling a product, etc.
That will also have some data for your numbers driven client to chew on.
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There is an art to calling management on their bullshit. Your job is to provide 3-4 options, each with a cost and with an outcome
E.g. option 1 we do this this this, revenue expected to grow by this, it will cost X.
Imagine your boss is at a restaurant and picks between 3 entrees, one soup at 15 dollars, one chicken dish at 30, and the tomahawk steak at 75 bucks. Same thing here.
Dont overpromise. Be confident. Do your research and back/proof what you can. Introduce tour plan to different people to add their ideas and make the plan everyones plan.
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