I’m not sure why, but it appears to me, those who teach Social Media are really just teaching people how to use the telephone. Eventually, people talk, and figure things out, SM is not that big a mystery. What is a mystery, is how Social Media Guru’s / Experts don’t agree on the Social Media ROI or what they report to clients. Most report the wrong information, and sometimes….it’s reported on purpose. Social Media GURU’s / Experts, this is for you, and for those wanting to learn, some insight from a real professional.
One of my Favorite quotes from the Social Media ROI book by Olivier Blanchard is:
A Social Media Program Manager who only reports on “social media numbers” is just being lazy. Always keep your eye on the business objectives that your social media program is there to support.
– Gaining real-time insights into consumer preferences and perceptions
– Improving the organization’s crisis monitoring and response process
– Increasing the reach of marketing efforts
– Increasing the impact of marketing efforts
– Reducing customer service costs
– Improving customer service outcomes
– Amplifying a campaign’s impact
– Increasing sales through frequency, reach and yield (FRY) methodologies
– Humanizing or otherwise improving the organization’s image in the eyes of consumers
– Helping reverse an event’s negative impact to the brand (such as PR faux-pas, an ecological catastrophe, or an interruption of service)
– Improving customer relations to help increase customer loyalty
If you must report on typical social media metrics such as net new followers, views, likes, subscriptions, mentions, comments, visits, shares, and re-tweets, do so in context.
If you want the book, and I highly recommend it, go here — http://smroi.net/
I don’t get a kick back, but I do get a name mention in the book, see if you can find it : ) – just buy it, and practice what Olivier preaches.
End of rant : )
I felt it best to answer Anjuan’s statement of, ” CIO’s Should Own The Corporate Social Media Policy? ” here rather than on FaceBook, I’ve added a few other comments to. Anjuan touches on so many nerve endings in his article that I couldn’t bring myself to keep it short. : )
On the surface it would appear the CIO is a great candidate to be the owner of a Social Media Policy, but only on the surface. A few of the questions to be asking before assigning this responsibility are, who is responsible for crafting the consistent message of the organization? How is that message integrated into all communications, and who is responsible for executing it? Who is responsible for the metrics and tracking them? Who is responsible for the role of listening to who is saying what about an organization? I suspect not the CIO.
The CIO does own the Acceptable use or Internet Policy, so a Social Media Policy really isn’t necassary. This policy may be touched upon in a Non-Disclosure Agreement and or Code of Conduct document all staff must sign when hired. But not likely. Begging the question, isn’t that an HR responsibility?
Anyway, In the example of a Virus entering the organizations network via Facebook or any other Internet source is not a Social Media Policy issue. It’s not even an Internet Policy or Acceptable use policy issue, that would be assigning responsibility to the wrong place. It is however a security issue which is handled by the I.T. Manager’s Security & Network Administrator’s. It is already assumed that these virus attacks are going to happen and are common place anyway, the CIO only wants to know that the I.T. Manager’s Security & Network personal are looking after this problem before it happens. (That’s an assumption of course)
The CIO should however, recommend to Upper Executives a Social Media Team be formed and that they are in compliance with the Internet & Acceptable Use Policy. This team resides within the Marketing / PR Departments, not I.T. The Policy Monitoring should be entrusted to all Executives / Managers / Department Heads. To be completely honest, as a former CIO I wouldn’t want that job for all the tea in China; I am more interested in more high level issues, like where technology is going, how and what do we use it for, how does technology help us meet company goals, not worrying about violator’s & monitoring chatter.
The Tools: Again, as long as all departments and or staff follows the Internet & Acceptable Use Policy, I don’t care which tools they use. The department head’s might care, but I don’t. The role of the CIO is not to police or babysit, it is to ensure that the IT department is doing what the organization needs purely from a technical perspective. HR can monitor the Internet Policy as it’s probably packaged with the NDA and Code of Conduct anyway. I.T. will have monitoring software that can spit out reports for HR if needed, HR can then deal with the violating staff person and inform the head of I.T., NOT the CIO, unless a crime has been committed.
When it’s all said and done, the CIO is responsible for the technology needs of the organization and to see that technology align’s with the organizations business processes (needs). He is also tasked with educating executives and the organization as a whole on new technologies that may be of value or are being implemented. They may make a direct improvement to the bottom line or automate an existing process. Assuming the CIO get’s involved in the details or the tasks his Manger’s should be handling would be poor use of the CIO’s time.
The Internet Policy & Acceptable Use Policy will already have covered the Social Media aspect of the Internet, Social Media is not new, Instant Messaging and Blogging forced organizations to address these types environments years ago. What you say on the Internet could be a violation of the company Code of Conduct, NDA, Internet & Acceptable Use Policy.
I hope this helps, and I hope it makes you ask more questions, I love a good debate now and then, some of us will agree and many
will disagree but that’s OK. Thanks Anjuan for getting it started. Anjuan, you are on the right track, but remember, Social Media
is about giving up control and embracing ambiguity and sharing. Social Media is also the new CRM (Customer Relations Management). A seperate Policy for Social Media will be confusing and overlap the above mentioned Policy’s.
So, should CIO’s own the corporate Social Media Policy? My answer is….No.
I’ve been around the NET a while and I find myself gravitating to a chosen few time and time again, I like you tend to go back to places I find useful. I spend at least 6 – 8 hours of my day online, probably more, and I just love connecting with people, having great debates on topics I’m passionate about, if you’re like me, you tend to mix it up with those who are just as passionate.
I like to surround myself with quality people, online as well, and I have no idea if these folks respect me but I thought I would share some of my favorite online ROCKSTAR’S with you, here are a few people you should connect with and follow to enhance your time on the NET:
1.) Olivier Blanchard – Olivier is very smart and has a sense of humor that knocks you on your butt, he is the go to guy when you want the best advice on Social Media ROI. What I love most about Olivier, his willingness to help others and he has the most unique point of view that makes you have those Ah-Ha moments. I have come to admire Olivier for his heart, but he’ll deny it if you ask him about his soft side 🙂 Oh, and watch-out for Chico!
2.) Trey Pennington – A true professional, you will enjoy his interviews with leaders of Social Media and Marketing. Most of all, he’s a great guy who loves to help others. He’s an encourager and a supporter, those are qualities that I admire & respect. He hangs his hat on Blog Talk Radio where he broadcasts his powerful interviews, follow him and his show.
3.) Kris Colvin – One word comes to mind when I think of Kris, ALIVE! Every time I have an exchange with her, I think, the force is strong with this one. Kris is a sensitive, loving, caring person, I have never met her in person but that’s what I get from her when we chat online. Did I mention she specializes in Design, visit her site and be sure to use Twitterface.com while your at it. I should mention she & Olivier are Nutella addicts.
4.) Chris Penner – Chris is local to me here in Abbotsford, B.C., Canada. We met online via Twitter, I invited him for coffee and the rest is now history, he comes to every TweetUp I hold at the Bat Cave. Chris is an avid Water Ski Freak, it’s his passion for sure because he can go on for hours on the topic and never get tired of it. Chris is also in Real Estate, he is doing some very interesting things that will put him at the top of his game soon.
5.) Louis Gray & Mike Fruchter – I was pleasantly surprised to find one day that me & my Blog were recognized by these two notables this past summer. Louis listed my Blog as one of the Top 5 Blogs Under The Radar, Louis is in Silicon Valley and works for an unnamed company in Silicon Valley. Mike was kind enough to list me as one of the Top 10 People To Follow on FriendFeed, Mike is with Pierson Grant Public Relations in Florida. I am forever grateful, be sure to keep an eye on them as well.
6.) Chris Brogan – Chris is everyone’s Rock Star it seems, recently I’ve found myself going back to his Blog regularly, and I have quoted him often, plus, enjoyed his book Trust Agents so much I am promoting it on my Blog. Get your copy and make Chris rise to the top of the best seller charts. Chris was kind enough to participate on an older post called Your Best Social Media Tips. I still haven’t found the right words to describe him so I’ll just say you need to invest some time in his Blog.
7.) Scott Stratten – A fellow Canadian, I love his boldness and directness when he speaks, if you want it candy coated he’s not your man. His company name is frankly brilliant, Un-Marketing, don’t you love it? His slogan – Stop Marketing and Start Engaging! With a mantra like that you can’t help but like him, be sure to follow him on Twitter he’s a riot.
8.) Robert Scoble – If you haven’t heard of him, you must be living under a rock! He is very popular online and was raised in Silicon Valley, well connected and has a very interesting point of view when it comes to everything technology. I have tried more software I would have never heard of since following, interacting and chatting with Robert, he’s in the know in the land of Silicon. A very likable man but I’m not sure why he like’s Mike Arrington 🙂
9.) Mack Collier – He holds the #blogchat, a very active person when it comes to discussing Social Media & Blogging, just to name a few. Mack is clever and is know as a thinking man, always deep in thought and asks very poignant questions all the time. Another great person for profound, timely information, visit his site and follow him around for awhile on Twitter. A very engaging fellow.
10.) Ken Peters, Ronda Payne, Marty McPadden, Bill Mitchell, Rob Cairns, John Lusher, Sharon Hayes, Lisa Johnson, (Twitter Links) and so many more, these are the people I spend time with here online. Forgive me for not listing everyone but I think you’re getting the idea, it’s about relationships and engagement. You can’t possibly manage thousands of relationships in these Social Media Networks, but you can over time. I so appreciate everyone of you that thinks enough of me to spend time chatting, debating things that matter, and to just hang out shooting the breeze.
These are just few people I consider Rock Stars in my online world, people I learn from, have fun with and truly value their friendship. I thank you and hope that I can be of service to all those that visit me here on my Blog.