This is the second in a series of posts about why I advise certain clients to adopt a “dynamic brochure” social media strategy, focusing on publishing, active listening, and measuring “pulse” without attempting to meet numerical goals for metrics such as “likes”, comments, shares, page views, Klout score, etc.
You can read part one here. In this part I discuss the benefits of a dynamic brochure strategy. In part three I’ll discuss false assumptions about the relationship between social media activity volume and ROI. And in a future post I’ll circle back to how social media ROI can be measured effectively, and some of the frameworks that can be used to measure it.
If you can’t connect social media investment to revenue generation, aka calculate ROI for social media, how does a social media program help you? Let me count the ways. But first, a new metaphor. In part one of this series you were a rock star. This time you are a rock star’s stalker. You want to get to know a rock star online — really, really get to know a rock star online — what are you going to do? You’ll take a spin through all of that rock star’s (brand’s) web properties, gathering information, and saving or sharing the tasty bits with like-minded friends.
In real life (which for most of us means not being rock stars or having stalkers), who’s going to take this information gathering approach?
- Prospective customers evaluating your offerings, either before or after hearing about you from other sources.
- Current customers, and other brand fans, who want to share information about you (referrals).
- Customers and brand fans just checking in to keep up with the brand.
- Journalists and bloggers considering the brand for a story.
- Conference organizers considering your people for speaking positions.
- Potential employees, either before or after contact with your recruiters.
- Current employees staying connected to the company, or sharing information with potential customers or Continue reading “Ignore social media metrics: what to focus on instead”