channels for deepening and widening the articulation of customer-centric and delivery- focused brands.
How much do you know about social media for business?
Should you be ‘doing’ social media because everyone else is?
A few critical success factors: In order to deliver value for any business, a social media strategy must be clearly aligned to overall company vision, mission and objectives. In other words, like a project, it should have a solid business case with clear objectives. Taking the business social because your competitors are doing it does not constitute a business case. Social media activity should help to achieve current or planned goals, and not create additional tasks that are an endpoint in themselves. It must also chime with the realities of the operating context in which we find ourselves: often time and resource poor.
Clear objectives are essential because we
can put measures behind them. Measures paint a picture of what is working, what we should do more of and where we might stop investing our resources. In short, they should direct future activity. There are many only analytics tools available and most of these are free. If your objectives are not aligned to the business and your social media strategy is not carefully thought out, measuring the return on your investment of time and resource will remain a compilation of scores with little relevant ‘sense making’. Qualitative feedback also plays an important role – it adds nuance and deepens
Gaylin Jee consults to business on strategy and the impacts of social media. Connect with Jee at:
www.linkedin.com/in/GaylinJee www.twitter.com/GaylinJee
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April 2012 | Management Today 53
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