Many of the execs I’m talking to lately are questioning the value of social media at work. They say, ‘yeah, yeah, I can see what it’s doing in Iran but is it just a waste of time by my staff?’ They’re skeptical about whether the effort to maintain a social program is worth it in terms of driving business forward; particularly when you’re not making mass consumer goods.
Well, suppose your company made soldering material and electronic assembly equipment. I mean social media there would be a waste of time, no? I mean who could possibly be interested in tweeting about that?
Well Rick Short, Director, Marcom, Indium, has a target audience that is extremely sophisticated, well-educated and technologically astute and he has 10 of his staff blogging to reach them!
How the heck does he justify it? How do you measure it?
Here’s 6 simple steps you need to spark your own social revolution:
1. Is your target audience into it?
Take it for granted that they’re using some kind of online media by now. Well, which one? A recent study showed very few CEOs are on twitter. So is it email that can get thru to them? Or LinkedIn? Because it’s all social and you need to know where the conversation is going on.
2. There’s no knowing without going.
Take 80% of your time/money and spend it on what’s already been proven to work. Spend the other 20% on emerging social media like blogs. If it works, WOW! you’re a change agent! If it doesn’t, so what? Now you know.
3. Set a goal. Any goal.
It could be broadening and deepening the meaning of your brand beyond your core product by becoming the ‘thought-leader’ in the category. But I don’t want to put goals in your mouth. You set it. Just make sure that it’s tied to your business plan and helps you overcome a primary obstacle to success.
4. Skip the ghost-written CEO blog route.
Instead appoint an approved subject matter expert blogger for each distinctive target group you have. Make sure they’re clear on the do’s and don’ts and let ’em at it.
5. Multi-purpose your content.
It’s amazing; almost every company I’ve worked with was producing tons of valuable content and didn’t even know it! Today, content is a huge asset to leverage to optimize your marketing so once you’ve mined it, start distributing it. And don’t think of social media as one tool but rather a top-to-bottom distribution system. I think of it as a ‘fan funnel’ with social media as the top of the pyramid and stickier media like email below. Twitter = headline. Blog = tasty sample. Full white paper = lead capture etc. etc.
6. Measure the hell out of it.
Some will tell you it’s not measurable. Make them go sit in the corner. I count at least 11 different ways to measure the way fame-generators like blogs contribute to lead generation. Rick focuses on money/contact and time/contact. But come up with your own. That way, things won’t get out of hand.
Now go out and see if it works for your brand. Because it’s a great time to test.
