A Day in the Life…
Today I joined a webinar from
Hootsuite(##SocialROIBootcamp). This webinar was directed towards those that
are interested in the business impact of their social media marketing. One of
the first comments was concerning the social maturity it takes to truly be able
to investigate this process thoroughly. I appreciated the sharing of the social
maturity assessment and context map and realized right away that I was probably in over my head! Although I understood the SWOT analysis
and the setting of goal sections of this webinar, I will be honest, there were points in the conversation that I got lost.
I certainly
understand the importance of understanding the impact of your social media
actions on your business bottom lines. It also makes sense that this process is
much easier for ecommerce businesses.
Being able to convert the business impact into dollar figures that can
be analyzed is much easier for those that can study the correlation between
clicks on a product and the follow through to a purchase. The B2B and B2C businesses have a more difficult
task.
I appreciate how these professionals show you how you can
align your social media accounts to many business objectives. The challenge seems to be turning your
information into numerical values so that businesses can set goals that can be
tangibly met. There is also a difference
in the measuring of organic and paid performance. The organic performance is more directed
toward building brand loyalty and marketing. The paid performance is more
directed toward revenue and actual sales.
Understanding the difference between the two and assessing the
performance of each can help a business determine where their money is giving
them the best return.
As I stated earlier, some of this requires a certain level
of social maturity and is the reason businesses hire professionals to do this all
day long. Hootsuite did give a shameless
plug during the webinar promoting how they can do all of this for
your business. They have access to data that the average company does not and they have the professionals to do the job. In case this is your field of interest, I will also give a shameless shout out to
#Hootsuite (check them out on Twitter).
And, check out my Twitter account @PenFieb as well! Have a great day…you won’t get this one back.
Make the most of it!
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