As such, KPIs and ROI should get factored into the planning process of all social media programs. Metrics, by nature, are devised to document movement. That’s not to say that they’re any less important, however. Design metrics into campaigns and measure performance – One of the primary reasons discussions around metrics and return on investment in social media are hotly debated today is because many of the examples we hear and see are designed without an outcome or measurable success designed into the program. As we all know, actions speak louder than words.ĥ. The process transcends lip service to action. The acts of listening, responding and solving make for an adaptive organization. Identifying recurring patterns of negative experiences and connecting emerging themes to those responsible in order to develop targeted and sweeping fixes negates widespread negative sentiment and alleviates unfavorable publicity. Adapt – Reactions to negative experiences don’t scale. Prioritize and assign inbound and outbound activity based on a conversational workflow that reflects the nature of organized and relevant long tail discussions.Ĥ. As relevant conversations and the information present within them are scrutinized, it becomes clear that they feed and are fed by distinct information. This is the beginning of the socialization of business. Depending on the industry, conversations usually align with distinct facets of business including service, marketing, product/service, HR, finance, etc. Divide and conquer – What becomes clear in those first points is that no one department owns social media. Introducing social objects that address needs or direct actions in the form of posts, videos, imagery and other commentary to demonstrate passion, expertise and leadership ensures a comprehensive rotation of inbound and outbound marketing, service and communication.ģ. Responding to relevant commentary is only the beginning. This is a chance to leapfrog conversations by learning what it takes to lead them and then embodying the position you wish to gain. React to and lead conversations – While many organizations monitor conversations related to keywords or respond simply to those who invite participation, the prospect of social media lies beyond first-degree dialog. But if you expand your horizons to surface the share of all conversations related to your market and position within the broader landscape, you also discover missed opportunities and inflection points – along with areas for improvement, innovation and expansion.Ģ. Measuring share of voice and frequency of mentions is helpful in understanding what is happening in and around us. Gathering intelligence to inspire meaningful and actionable social programs is, on the other hand, priceless. Listen and learn – Listening, monitoring, and reporting are obligatory cogs in the social media machine. Rather than looking at the easy ways to use social media to manage our brand, let’s examine five next-level steps for managing and ultimately defining your brand online.ġ. They are mastering their social domains and experiences and, as a result, their attention is not only thinning, it’s focusing on the relationships and information that’s most beneficial to their regiment. ![]() The simplicity of “ Top 10” posts disguise the significance of this incredible (r)evolution. Keep in mind however, that as social media matures, consumers are becoming increasingly discerning. In fact it’s where many organizations begin their journey towards a new era of discovery, relevance, and earned prominence. It’s not that the list is untrue or menial. Ask questions, introduce polls, curate interesting content and have fun Start a blog, create a Twitter profile, set up a Facebook brand page and broadcast a YouTube channelĥ. Monitor and listen to conversations related to your brand and competitorsĢ. If this post were to live up to an alternate headline, say the “5 Easy Steps to Managing Your Brand Online,” the list might look a bit like this:ġ. It appears easy, free and yours to own simply for the price of admission and engagement. ![]() In this case, that cost is financed through learning, change, adaptation and innovation. Where there’s insight, there’s opportunity – but with opportunity, there’s also a cost. If ignorance is bliss, awareness is awakening. The socialization of business is comparable to the rabbit hole in Alice in Wonderland or the red pill in the Matrix. However, while social media is the topic du jour in mainstream news, on blogs, in books, at conferences and at your local Starbucks, we may still underestimate its overall promise and potential. Unless you literally run your business with your ears plugged and your eyes covered, you are aware of the importance of social media and its impact on both brand and bottom line.
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