Technology & Data
- Big Data
- Tech & Innovation
How to Get Your Sales and Marketing Teams to Work in HarmonyContent Marketing for Midsized Companies: Whom to Target, What to CreateAtri Chatterjee of Act-On Software on the New Generation of MarketersMarketing Automation: What It Is and Why You Need to Know
- Social Tools
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Why Your Social Media Campaign May Be Doomed
Posted on December 7th 2011
Your organization's social media initiative is hobbled - potentially even endangered without integration software.
It's nearly impossible for a business of significant size to get the full value of a social media initiative in place without using some sort of Integration software layer. Integration software is Cloud-based middleware that links disparate applications and data together.
Why is Social Media only half of the equation when it comes to a social media initiative?
Any social media program worth its weight in salt needs to be tied into the business objectives of the organization - whether that's to increase mindshare, generate website traffic, create leads, improve customer service, whatever.
But measuring the impact of social media against such business objectives can be challenging - the data are in different places. That's why it's extraordinarily difficult to measure and analyze the impact of a social media initiative without an integration strategy in place. You can tweet and facebook all you want, but when the C-Suite wants to know what the return on the social media effort is, metrics like "followers, tweets, and likes" don't cut it. In fact, they could be career-limiting and budget-reducing.
In the absence of real metrics that are tied to business objectives (i.e. objectives that are important to the C-levels), your social media initiative will be dominated by opinions, politics and personalities - and you will lose professional credibility in the process.
In order to tie social media metrics into things like conversion rates, cost per lead, etc., as well as capture trends, data must be captured, collected and integrated across a number of different systems - and then analyzed, hence the need for an integration strategy and Cloud-based integration software.
From a conceptual/visual perspective, this is depicted in figure 1, below, in a graphic that I've adapted from an webinar given by Birst (Business Intelligence/Analytics), Cervello (BI/Analytics Consulting) and SnapLogic (Cloud-based Integration), which discussed the ROI of Social Media Analytics (on-demand replay available). Cloud-based Integration Platforms such as SnapLogic or Boomi provide highly capable, easy to use integration capabilities and subscription-based pricing.
With the demands placed on social media programs by internal customers and the executive suite, it's ever more critical to be able to integrate data across multiple systems to be able to make business decisions on marketing spend - as well as to justify marketing spend. Without a robust integration strategy, your ability to conduct an effective social media program will be severely degraded.