uccess is not a prescription. There isn’t one way to excel or measure progress. But, that’s the point. We must first design outcomes into the equation. What do we want to accomplish? What’s the return we seek? Are we trying to sell, change, drive, cause, or inspire something specific? Are we reducing customer problems as measured by inbound volume, open tickets, public discourse? Are we trying to shift sentiment to a more positive state that increases referrals as a result?
Success requires definition based on intentions, goals, and mutual value…across the organization from the top down, bottom up, inside out and outside in. Success is defined departmentally and also at the brand level. And, success is tied to desirable actions and outcomes. And, as we’ve already established, it’s impossible to measure the ROI for something if we haven’t first established the R (Return) or the I (Investment). No amount of new acronyms will change this yet we see new terms introduced as if we’ve already given up on defining ROI; Return on Engagement (ROE), Return on Participation (ROP), Return on Listening (ROL), Return on Fluid Listening (ROFL – yes it’s a joke), Return on ignorance (The new ROI). In the end, everything carries cost and effect.
The debate over ROI is only going to gain in importance. But, that’s where we need to go in order to gain the support we need to expand our investment in social media. You’re in good hands though. Olivier Blanchard is indeed one of the few who can help. Here, he has written a comprehensive guide that will help you at every step from planning to program integration to management to measurement.
Thanks to Olivier, you’ll find the answers to your questions and also answers to the questions that you didn’t know to ask.
As they say, failing to plan is planning to fail. The success of all things social media is up to you to define, quite literally.
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