Ad hoc social business campaigns often fail to engage

Is your organisation really satisfied with its social media campaigns – or do you find that the campaigns fall short of your expectations?

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If you are unhappy with the way that things are panning out you are not alone according to a report from Ragan communications.

Although many companies have engaged in social media activities, over 60 percent of companies report having no structured programs in place. Some organisations have no holistic approach to their efforts.

Only 27 percent of organisations have a dedicated social media team. 5 percent have both internal and outsourced teams. Only three percent have all of their social media activities outsourced to others.

A whopping 65 percent of organisations assign workers social media tasks on top of their current responsibilities.

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Most organisations have under three people managing their social media activities (82 percent) and a quarter of companies use interns to help with aspects of social media – especially Facebook and Twitter.

Social media monitoring gets strong measurements for engagement and interaction – but only 31 percent of companies measure sales. Most companies monitor mentions about the organisation but only 57 percent measure what is being said by their competitors.

Companies look for a good return on their efforts, relying on feedback and perception rather than sales. A good return on marketing investment (ROMI) is hard to quantify. and with almost one in five leaders indifferent or not supportive, it is hard to get budget for further activities.

So how do you succeed in your activities?

  • If the C-suite requires hard financial proof, focus on sales leads and hard financial returns. If you are asking for more marketing budget, you will need to justify this with real numbers. Engagement and likes will not cut it
  • Make sure all of your activities are trackable. Join social up with your CRM system and take conversations onto the medium best suited for them (phone / email etc.)
  • Collaborate with other teams in order to make sure that your message is consistent, and inline with your business activities. Make sure that teams work together well.
  • Make sure the implications of your social efforts drive the company in the correct direction. Compliance, legal and financial outcomes need to be taken into account when considering and planning your efforts.

And most importantly – once you have started your activities, watch them all the time. You never know what triggers a crisis – until one happens.

Eileen Brown is a social media strategist and consultant at Amastra, a columnist at ZDNet and author of Working The Crowd: Social Media Marketing for Business. Connect with Eileen on Twitter and or contact her to find out how she can elevate your brand and help your business become more social.