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I can add from my perspective of having been building ning communities for my clients since 2008, right now most new clients aren't that interested in these communities. Its the rare company that sees a value in putting money into the building and maintaining of these groups. Especially if they already have a website, facebook and twitter.
Some clients are looking to build on Ning but many of those are using it as their sole website and still using facebook and twitter. But even in this group, most would rather have a site built on Wordpress so they can easily do updates themselves.
People want to be validated for their work. But if its automatically given than there is no worth to it. Friending or following anyone who asks just because they asked doesn't mean anythink in the long run. You will appreciate it more when it comes if you don't expect it.
Before you can measure your success you need to determine what is successful for you. Why are you doing social media and what do you want to get out of it? That is going to be different for each organizations. Once you know that than it becomes easier to determine what to measure to see if its work. thanks!
I think social media is lifting the veil of what companies really think fo their customers. I wrote about in my blog that you can really tell how a company feels by how they handle their social media. If they don't have any in place than they are afraid to hear comments. I have seen companies that have only responded to me when I posted negative comments and not when I called them direct. That tells me they just don't want to be embarssed on their site and aren't concerned about my customer experience. Social media is a chance to solve problems quickly to keep you from losing loyal customers. Businesses that aren't using it make me wonder what they are afraid of.
I totally agree. Nothing makes my blood run colder than when a client says "my intern built my social media sites". Creating social media sites without a real strategy or plans on who will maintain is dangerous. You are leaving your brand out there for anyone to take over and say what they want. Thanks! Sandy www.marketingdaze.com
Thanks for the article. It's a nice how-to on how to handle twitter. Also I appreciate you adding the mashable link, I missed that article.