He's come out of hyperspace to respond to my criticism about his Twitter habits. It's odd that he was responding to me on a Twitter account that is mine (@wholeparent)…
While everyone in the business world seems to be complaining about Twitter's future and crowing about Facebook's success, the reality of our social media for business world is much more…
Social media is here for the long haul. All media is becoming social. From the Dell-Twitter success story to the mom-and-pop trying to share how their local produce is better than del monte, social media adds the rest of the story. The conversation is currency. If you only focus on direct ROI you are missing the entire picture.
There is more to social media that immediate ROI. BUT, I think the majority of businesses are still waiting for the verdict and the ratio of dollars-to-leads or dollars-to-sales to be established for social media. And until that time they will dabble (set up a Facebook page) and let their staff or interns post and tweet for them. In small and medium business it's pretty much a wait and see climate for social media.
It's not always easy to put the ROI in a direct line correlation to the LIKES on facebook or the followers on Twitter, but with some proper analytics the story of social media's success will become easier to justify. The CEO may not understand how "activity" equals revenue. It is our job as social media strategists to prove that value and in doing that, sustain the support for the social media outreach program. The sales pitches need to stay internal to the corporate executives and not become the pseudo-social "voice" of your company.
But make sure you keep with the plan of the "party" and not sell too hard. Overselling is one of social media's big problems. So as in real life, and in your social media marketing programs, go with the soft sell. Demonstrate your brilliance without having to brag about it. Then people will be seeking you out for your business advice. // Enjoy the party. Enjoy the summer.
Context: At the Social Media Breakfast last month, I was moderating a panel about measuring social media as a driver of business goals. As we began discussing various social networks,…
Measure every social media program towards goals. Look for actionable analytics, things you can see and change. And get your numbers down solid. When the CEO/CFO asks, "So what has social media brought us this month?" you can stand up and deliver the numbers. Then it's not about ideas and innovation, it's about cold hard facts. If they are GOOD, well done. You're in business for another quarter. If they are BAD... well, what are you doing to change them and get things moving in the right direction? Without the NUMBERS to support your social media marketing program, you will not have one for very long.
But the bottom line is this, social media is PART of the MIX but it is not the solution. AS A SINGLE CHANNEL, social will deliver very little in terms of ROI. Here's the good news, as part of a coordinated program (where social feeds email, and seo, and online ads) social media can be the "accelerant" that takes your ho hum program into something worth cheering for.
Yes, we're all tired of hearing about how to make the case for ROI and SOCIAL MEDIA. But guess what, I still have to make that case every day. I'm doing it here. And you will have to do it too. So get out there, try some things, track everything, and share when you find something that works.