Tag Archives: business strategy

Dec 22 2011

Social Media Tools that Measure Effectiveness and Keep You Accountable

Today I’ll write a brief article about social media tools that help to measure effectiveness and keep you accountable, ensuring that your social media efforts are making a positive impact on your organization.  I’ve decided to write about this because it surprises me that the majority of companies that have started to leverage social media can’t even answer the simple question, “Is it making me money?”.  My response every time is “Don’t you think it’s time you figure out how to validate and justify your investment?”  When done right, it can easily become the single most powerful marketing tool for a company.

Let’s briefly consider what should be measured during our social media efforts:

  • Are we using social media right?
  • Which of our social media announcements are gaining engagement? Where should we focus?
  • When is the best time to send out our social media announcements?
  • How much engagement do we have?
  • Are we gaining additional fans/followers/traffic?
  • Is the traffic resulting in additional leads?

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Dec 20 2011

If You Build It, Will They Come?

The dawn of the Internet era.  The “dot com bubble”.  Everyone was entranced by the misconception that if they built it, success and riches would ensue.  It was surreal, the entire world was filled with excitement, a reinvigorated sense of energy almost as if a whole new world was discovered, full of innumerable opportunities and dreams to be fulfilled.  Was it all a fallacy?  No!  Then what went wrong?  The same thing that goes wrong over and over again in so many technology projects.  The failure to plan.  While many people would argue that it was more complex than simply an omission of planning and the argument would quickly spiral into a complex in-depth discussion that covers topics ranging from business to finance to sustainability, in the end every time I’ve had this debate I’ve come out with the glorious prize of the opposing party slowly lowering their head and mumbling “You’re right”.  This is not a reflection of my argumentative skills, but merely my ability to showcase the evidence and help them to understand where it all did in fact go wrong.  The failure to plan happened at every stage – planning, investment, sustainability assessment, cashflow analysis, accountability profiles and the list goes on.  It’s scary to realize how many individuals had their hands in the pot, but nobody spoke up… we were all simply spellbound. Continue reading →