We’ve reached a critical point in the evolution of social media as a business tool. Gone are the days when the GMOOT (Get Me One Of Those) approach will get you anywhere – simply having a Twitter account, or a Facebook Page, isn’t enough. We’re at the point of social media saturation, and something’s got to give.
So began the session description for my recent presentation at BlogWorld New York. The crux: that the days of social media as an experiment are over – it’s time for a more mature approach to social media within companies in order for social media to be viewed as a sustainable communications and business function.
Unfortunately, we’re also at a point where pursuit of the shiny object has reached an extreme, and that this pursuit is conducted within an increasingly transparent fishbowl while armchair critics circle, waiting for the next “fail” from companies.
In this environment, where transparency and scrutiny are paired up with a shift in focus from experimentation to results, and yet where the allure of “the next big thing” persists, companies need to structure and approach social media differently.
My presentation focused on six essential shifts that I see in how many businesses approach social media strategy. Of course, not all companies are in the same situation. Some with mature programs have evolved beyond this stage; some face just a few of these shifts; others face them all:
- Moving away from shiny objects and towards social business
- Asking “why” to understand demands
- Building a social media infrastructure to support the social brand
- Taking baby steps in implementation – from crawl, to walk, to run, to fly
- Setting better objectives for social media
- Setting SMART objectives
- Tying back to broader business goals
- Staying clear of the “how” and “what” when setting objectives
- Measuring effectively against those objectives
- Focusing on the right numbers for the audience
- Understanding what numbers really mean
- Avoiding made-up numbers
- Measuring to drive insights alongside determining results
- Breaking down silos and integrating across functions
- Approaching social media as an integrated function
- Breaking-down silos through day-to-day tactics
- Integrating through reporting structures, governance and social media organizational models
- Planning and executing content more strategically
- Considering content objectives
- Identifying appropriate content sources
- Fine-tuning execution via appropriate content volume, mix and format
- Engaging effectively to build relationships and communities of interest
- Embracing negative and neutral conversations
- Establishing processes to minimize risk
How about you – have you seen companies needing to make these improvements to their social media strategy?
For more on the topic, check out this excellent write-up of my presentation over at SmartBlog for Social Media.