Jun 12 Posted 3 years ago
Excellent piece. One thing that I do see needing change as we go through the "buyers remorse" period is metrics. By that I mean meaningful metrics. We keep hearing about "Where's the ROI?" and we can push back on that as absurb but what people are really asking is, "How does this help the business?" People see images of cats and just can't make the connection. And why do we post pictures of cats? Because it gamed Edgerank. We have been obsessed with fake metrics pushed on us by platform vendors and championed by agencies because they were easy to deliver to. Fans, followers, reach, mentions, likes, shares - all can be and will be manipulated and will result in poor practice and clog social with commercial trash.
There is no meaningful benchmark metric - it depends on what you are trying to achieve and we need to understand that setting goal in advance is the way to go. This is much harder to measure but that is the challenge and until then, agencies will take social to the edge of brand disaster.
Some examples are measuring the recruitment of (and enabling) brand advocates, growing the number of socially engaged customers, connections with industry influencers (to use their channels), providing content for and identifying employee advocates etc.
You will know from your Comcast days that the engaged customers that hung about forums and helped fellow customers were invaluable. These people are often far more helpful that the support lines. Telcos were 10 years ahead of other industries. The same is true for high tech companies like Dell, and Apple. BIX was a powerful social network in 1985. Customer engagement has worked but we have been overwhelmed with social as a traditional marketing channel rather than a value added network that benefits the customer.
This requires work, thinking, and rewards systems. No one talks about this as a goal but for many companies it is very powerful as with Citi's own womens Linkedin group.
Jun 2 Posted 3 years ago
Spot on Frank. Interested in seeing where we end up.
May 31 Posted 3 years ago
Very interesting and thought-provoking read, Frank! This is one I'll read again as there is meat in this article that is worth taking some time to process and digest. I look forward to seeing changes in how we tend to use social media, even when we don't think we do, in a similar fashion to traditional media. Both have value, but they are different. Thank you!
May 30 Posted 3 years ago
ITA w/ you Frank.. so many of the brands I follow are doing it wrong. Trying to trick me the consumer, trying to sell at me when I'm a loyal customer, trying to gamify this or 'content' that when it's all about them and sell sell sell... wrong. It is about context; it is about real engagement, the kind that helps me; it is about being not doing social. It's also about results and outcomes, sales are only a part.
Everyone loves the Oreo example, myself included. As a business communicator, I thought it was a great example of real time, of how to show some personality, how to tap into the moment - and achieve results. They gained fans and followers, earned lots of media, became more top of mind with many consumers, probably impressed investors on Wall Street. Again many positive outcomes, with the following catch: they didn't do the only thing that so many company's seem to be after, sell. As a consumer, I don't really like Oreos so.. no ad, no clever tweet, no amount of social engagement will ever get me to buy them.
You're right about transparency; about brands living, thinking, breathing social and digital; most importantly, about really focusing on the Customers - what they want, what they need and delivering that. Build a better brand, be a better company, offer something else -- not sure what it would be, but maybe Oreo could make a cookie I'd like. FWIW.
May 23 Posted 3 years ago
This is a very important piece, Frank. It has me thinking of how we might, at SMT, research this issue and back up your instincts with more data. More to come. Also must-reading on this topic, http://t.co/8YvcWkNdiT Shel Israel writes in Forbes about his take on Scott Monty's departure.
May 23 Posted 3 years ago
Nicely done Frank, I agree wholeheartedly. Will definitely share.
Brands/Companies that use social successfully reap the rewards of customer satisfaction, deeper employee loyalty, more effective knowledge sharing, improved brand reputation, lowered costs, and importantly, increased revenues.
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