Companies are getting into a desperate situation with social. They see report after report of companies spending so little money yet getting a huge return that they all of a sudden think they can do that too if they just have a social media strategy. But a social media strategy doesn't deliver that. From the viewpoint of business operations, it's just a guide to do more work or spend more money.
At the CRM Evolutions 2012 conference in New York City, I asked Marshall Lager, Principal of Third Idea Consulting, what's the reality of businesses seeking out social media strategies.
Lager likens the behavior of companies wanting a social media strategy to that of movie producers after the release of the movie "Die Hard." There were an endless series of "Die Hard" copycats. When you try to copy someone else's social media strategy, you're chasing someone else's success. That may not be valuable or appropriate for your business, said Lager.
You have to know why and how you would implement social media, and then you add it. You don't do it the other way around, said Lager. But that doesn't mean you should wait, as Lager advises companies get involved with social as soon as possible by listening and communicating with customers.
Going from 0 to 60 in social
My fear with organizations that aren't delving into social is that a simple "social media strategy" document isn't going to turn things around for them. I asked Lager if he knew of any examples of companies that were able to pull this off. Referencing the online popularity vs. the lagging on-air popularity of the NBC show "Community" Lager told an example of a client facing a similar situation with one of its TV programs. While its online audience was flourishing, the on-air audience languished and that's where the money was. To make the shift, they energized their online audience to participate during on-air broadcasts through gamification and conversation. It was surprisingly successful with an increase in live on-air viewership by 53 percent and 20 percent retention in online properties, said Lager.
If You Currently Don't Use Social Media, Will a Social Media Strategy Help? cloud nine | |
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| People & Blogs | Upload TimePublished on 23 Aug 2012 |
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