Brand Buzz: Do the Metrics Matter Much?
But for Sarah Endline, CEO of Sweetriot (a fair-trade chocolate candy purveyor), the metrics don’t matter much. “We don’t spend a ton of time measuring ROI,” Endline says. “We just believe that’s the core of what we’re doing. We’re building community brands, and we want communication with our customers. For us, it’s not like we need to sit there and constantly measure, ‘Did that tweet, you know, have this particular sales impact?’” It should be noted here that Sweetriot currently has approximately 5,400 Twitter followers and 7,600 Facebook likes (Not exactly a normal following for a small business).
In the beginning, Endline described her company as a “community brand with a culture of always speaking with our customers, a culture of listening to them.” The strategy for posting was “be personal and mean it.” Soon, they had a following and then the business world took notice. Sweetriot has received a number of prestigious accolades; recently, the company was listed on Inc.’s Top 100 Food & Beverage Companies. Since most of the company’s marketing efforts are devoted to content marketing and social media, it’s hard to argue that the strategy hasn’t worked. “We have an engaged community, and I really think that is what has been the biggest impact on our business success,” Endline says.
When it comes down to it, Sweetriot’s social media strategy has really just been an extension of who they are and what they stand for. “When done well, social media gives energy to your company,” says Endline. “It gives life and movement. And honestly, that is really what Sweetriot is all about.”
For Endline and her Sweetriot, the metrics don’t mean a lot. But that’s because they’ve committed to building a presence that’s just for them — and many people are attracted to that. It’s like that person at a party you want to hang out with because they seem comfortable and confident. They’re not there to impress anyone, and that’s what compels you to engage with them.
So do the metrics matter? Only if you want them to.