Home > People > Unfinished Business: Questions Social Media Must Answer In 2011

Unfinished Business: Questions Social Media Must Answer In 2011

Question mark; originally by Neutrality, inver...

Image via Wikipedia

Unfinished Business:  Questions Social Media Must Answer in 2011

 

While the calendar tells us it is 2011, 2010 remains an unfinished year for Social Media.  In 2010, companies large and small, traditional media outlets, government organizations, and, yes, naysayers, finally showed an overwhelming interest in Social Media. These newcomers, however, arrived armed with tough questions, demands for new data and the technical pressures of scale.  In return, Social Media is playing for higher stakes, but that means we are required to prove our value collectively, as an industry, and individually, as professionals.  

In 2011, we must be able to answer these questions about Social Media, not just with rhetoric, but with actions, examples, and, ahem, honesty. 

If the answers cannot be measured, fess up. If something is truly intangible, let’s accept it as as an intangible asset just as goodwill is recognized on balance sheets, rather than throwing dollar signs on influencers’ tweets. 

 

These questions won’t go away until we have solid answers: 

  • You’ve shown us that Social Media drives KPI’s, but how does it  really drive ROI?
  • What’s wrong with hiring an intern to manage our Social Media activities?  
  • Social media works in customer service, what about in research, product, HR, legal, the C-suite, etc…?
  • Traditional media’s reach metrics won’t do.  How do you define “reach” for Social Media?
  • Social Media is supposed to scale better, why doesn’t the technology scale?  Are Twitter and Facebook able to scale?  
  • Who owns Social Media within the organizational structure? IT? Marketing? PR?  
  • What skills am I looking for in hiring Social Media professionals? Don’t I already have these people in house?
  • Should we monitor our employees’ conversations on Social Media?  
  • Geo-location: what percent of the data is available and accurate? What are the flaws in the data?
  • What is the role of an agency with regards to Social Media?  Doesn’t every agency know how incorporate Social Media into a strategy?
  • WTF does “viral” mean and how does one “go viral”?

These questions are just the beginning.  What did I miss? 

Advertisements
  1. nivcalderon
    January 21, 2011 at 9:29 am

    • You’ve shown us that Social Media drives KPI’s, but how does it really drive ROI? Liza, does it drive ROI? Are you kidding? Just ask DELL, or Jet Blue, or Old Spice, or Starbucks.• What’s wrong with hiring an intern to manage our Social Media activities? Well, if you take someone out of university, he’ll probably wont have the means or understanding of what the firm needs, he’ll be in a ‘learning state of mind’ rather than in ‘full out’ mode. I think. • Social media works in customer service, what about in research, product, HR, legal, c-suite, etc…?I see many companies using social media for HR. one of them is Google.• Traditional media’s reach metrics won’t do. How do you define “reach” for Social Media?there are so many statistical tools to measure social media reach, and I would think that ‘reach’ is ” how may pairs of eyes watch what you do, how many pairs of eyes interact, how many pairs of eyes get it through other pairs of eyes. • Social Media is supposed to scale better, why doesn’t the technology scale? Are Twitter and Facebook able to scale? I would argue that reaching 1 billion users is scale.look at lady gaga, she scaled well and beyond 1 billion views on youtube • Who owns Social Media within the organizational structure? IT? Marketing? PR? I think nobody does. But it’s a matter of organizational politics. Who controls social media controls the brand.• What skills am I looking for in hiring Social Media professionals? Don’t I already have these people in house?maybe you have them inhouse, maybe you don’t. but you need people that think and breathe it. People that just come close are not enough here.• Should we monitor our employees’ conversations on Social Media?yes, why not. But not in order to force them to do something or not do something else. • Geo-location: what percent of the data is available and accurate? What are the flaws in the data?I don’t know• What is the role of an agency with regards to Social Media? Doesn’t every agency know how incorporate Social Media into a strategy?agencies can give you a strategy, but no strategy will be better, IMHO, than a strategy of an in house social media director. And no, not every agency can incorporate strategies into an organization… and many times its not the right thing to do. • WTF does “viral” mean and how does one “go viral”?viral is an outcome, it’s both the purpose and the vehicle. It’s the chicken and the egg. How do you go viral? You interact wisely. Again, look at old spice, look at starbucks, look at chris brogan

  2. Joe Brown Leer
    January 21, 2011 at 9:57 am

    agencies can give you a strategy, but no strategy will be better, IMHO, than a strategy of an in house social media director.

  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: