The Year of Measurement and Experimentation
An eye-opening post by Jeremiah Owyang details the five questions that he uses to summarize business’ questions about new social media. He claims that these questions not only help his team to be able to help the business, but also helps them to determine the level of sophistication present at the company.While his answers are detailed and thorough, I believe that they lack the straightforwardness of which I am a fan. Below are his five questions with my own style of answers:
What is Social Media?
Social Media encompasses many different types of communication that were once thought of as silly and amateurish. Blogging, online video, and discussion forums are three examples of this now-powerful public relations world.
Why does it matter?
More companies are adopting these various tools in order to help their businesses. At first, it was only the savviest of the communications gurus that were using them, but now, most major companies have started implementation. To be without social media knowledge, is to be without power.
What does it mean to my business?
Measurement is important because companies like to have a plan and loathe making mistakes. Incorporating social media and measurement into the overall package of the company means that the company is willing to take the steps to grow. In more practical terms, it means the need for new jobs within a company as well as new forms of education on social media. Currently, more classes and even related majors are being offered at many educational institutions.
How do I do it right?
In my opinion, there are two ways to effectively accomplish this goal. While there is something to be said for educating current employees, there are enough already-educated individuals in the field of social media to hire new blood. Consultants on the topic are becoming in increasingly high demand.
How do I integrate across the Enterprise?
There are many internal ways of using social media, including blogs to be read only by persons within the company. Other ways include videoconferences, video clips of announcements, as well as more complicated procedures.
Many of the comments concerning Owyang’s blog post say that people are asking how social media procedures “make money.” The social media procedures themselves don’t make money, but the overall appeal and professionalism of a company that integrates them is much higher. Political candidates have already realized how social media can greatly affect their campaigns, and now other people are learning the same lesson.
