This is the delicate balance that exists for those of us representing our companies thru social media. Since conversation is king, those whoare great at engaging in dialog both online and offline will likely become the voice of their company whether intentionally or by accident.
After thinking about it, there is a simple answer. Show measurable results to your leadership team. While this sounds simple enough, many people are still wondering how they measure social media's impact on their business.
My approach is to align all my activities and metrics to the 5 goals outlined in my last post "Social media is like running a marathon".To give you an idea of what I mean by aligning metrics to goals here is a subset of a report I produce for my company's leadership team.
Key Metrics:
- Brand mentions: 242 mentions of Vignette out of 918 total for top WCM competitors
- Share of voice in WCM market: 25% of conversations about Content management include Vignette
- Â Extend reach: Reached 40k people on twitter via re-tweets, 16 blog post resulted in 3k visits
This may no teven be an issue for most, but the fact it was brought up in several conversations recently makes me think it may be for some. Do you think this is something to be concerned about?