Most, if not all businesses think community metrics equals revenue, ROI, brand equity.
But if you are only basing your success on retweets, influence scores and popularity then you are standing on shaky ground and bound to fall flat on your face.
If your business really want to make it in a social environment, you must
1. Be open to a mindset change
Do you have the guts to listen to what people are really saying about you and your business in the social world?
Any good social media manager or agency or consultant should have the guts and knowledge to provide you the real information, and help you set priorities and decisions for how to best embed social within the DNA of your business.
2. Get real with your team skill set and available resources
If your team doesn’t have the necessary skills to enable successful engagement, then you must either train them or figure out how you are going to obtain the necessary skills from elsewhere eg terminating employees or re-assigning them to different roles. Without the right people to do the planning, integration, execution, listening, engagement and measurement, you will be doomed to continue to struggle.
This is evident In the Malaysia political arena. Political parties’ cybertroopers or social media team would rather go about their happy retweeting, demeaning and scolding peeps whose ideals differ from theirs. It is amazing how BN (UMNO, MCA, etc) is spending much $$$ on their social media and web team to only able to produce numbers of followers, bragging about retweets and top influencers who they are engaging with.
Shockingly, the paymasters didn’t even have the gumption to realise the lack of engagement ability of their social media people.
If you are only talking to yourself all day and ignoring your target audience or leaving them out of conversation because you have no understanding of what they want to talk about or what they need, then it is highly unlikely you will ever see a solid return on that social media and expensive web team you hired.
The BN social media teams are well on their way to being nothing to nobody.
Be good to your business, it is never too late to go get yourself a top social media listener/manager today.