Social Media and the Elusive ‘Next Level’

Heather Deason Zynczak
Marketing News
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Key Takeaways
  • Understand your organization’s key business goals.
  • Determine which business goals social media can impact.
  • Determine how to measure initiatives’ impact.

Four steps for getting more value out of social media marketing and measurement

As marketers, we are quick to experiment with the newest “new” thing. Whether it’s trying to get a product placement on the hottest new show, getting an endorsement from a top celebrity or opening a pop-up shop, we’re hungry to pursue the newest creative outlet. In recent years, all marketers have pursued social media in the same way.

I can speak from experience. In 2007, while at SAP, my team created a Facebook page for one of the B-to-B software products we were marketing. We had tens of thousands of “likes” and equal amounts of “friends.” We even won an award for the most popular solution in our market.

While we were patting ourselves on the back, we also had an underlying sense of discontent. Did our presence on Facebook increase product revenue? No. Did it improve customer sentiment or retention? No. Did it further any of the marketing organization’s goals? No.

When I talk with other marketers about social media, almost everyone seems to be stuck in the same place. We’ve done a good job establishing an online presence and figuring out the right platforms to reach customers. But most marketers admit they also feel stuck and uncertain about how to show a real return on investment.

They want to know how to test, improve and demonstrate more value to their organization from their social media initiatives. So the conversation naturally moves toward talk about “the next level” of social media measurement. The problem is that when we start talking about moving to the “next level,” everyone looks around, waiting for someone to define what that “next level” actually is.​​

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Author Bio:

 
Heather Deason Zynczak
Heather Deason Zynczak is CMO of Domo, a business intelligence platform provider. Follow her on Twitter at @hzynczak.

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