Friday, August 3, 2012

Your employer is unlikely to invest money in Social Media if you're not able to produce a ROI

Lately, I've been showing a particular interest in what sort of people are at the helm when it comes to Social Media.  I've seen some blog posts that suggest that the ideal person would be less than 30 years old.  I've sat in meetings with some of these sub-30 year olds and have been told that the company will not spend any money on social media.  Are these people stupid or what?  They display symptoms of ignorance and heights of arrogance.

Let me make it very clear (your employer would probably thank me for saying this), if you have a role within your organisation which is to work with Social Media, then the very fact that you're paid to do this shows a significant investment from your company.  The investment is called your wage!

Your employer is unlikely to invest money in Social Media if you're not able to produce a ROI.  Okay, that's if you're lucky.  On the other hand, if you're not about to product a return on the investment, it could be that your employer will look for someone else who can.

Social Media is not just for the young graduate straight out of college or the digital native.  It is for the savvy business person who is able to understand what it means to transform into a Social Business.   This requires a significant depth of business experience and the knowledge of how to align 'social' with business goals.  It's about being able to leverage the expertise and talent within the organisation to provide customers with exceptional experiences throughout interaction with your company.

My advice is that no one person should be given the responsibility of 'Social Media' but that a team provides a governance model which provides a holistic approach incorporating the companies strategies and goals.

I was talking to someone the other day who mentioned that they are providing people with excellent service through their Facebook page.  However, customers are visiting their physical stores, having a bad experience and then posting comments onto the company's Facebook page.  There's been conversation concerning the negativity of some of these comments and the effect on the brand.  The problem here is that the company lacks consistency within the customer experience.  In fact, the issue is much deeper, there is a lack of a culture which will support social initiatives.

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