Earlier in the year, I described how consumer brand Burberry communicate their vision for how they seek to use social and digital media to transform their company.
Recently, I’ve seen another good example from B2B technology hardware and services company EMC (See their Social @EMC hub). Take a look; it’s tackling the tough job of convincing sceptical employees who ask “what’s the point” in a light-hearted way. As you can see, it shows that social media is nothing new, simply that technology now helps us to communicate in a way we always have, since the time of the caveman and cavewoman...
I found out about this video on the blog of Keith Paul (@Kempipa), the “Chief Listener” at EMC. It’s an interesting blog, if you’re working in a large company and dealing with big company issues. In this post, Paul discusses how listening needs to evolve to action. As use of social media marketing in a company grows it’s natural people will want to judge success on their social counts. As Keith says
“Fans, likes, followers, follows, subscribers and Bitly clicks are common measures we like to hang our hats on. We like the good, fuzzy feeling of seeing those Twitter and Facebook counters get bigger and bigger”.
But you need to encourage thinking which asks about outcomes:
“What are you doing to engage with, or at least understand, your social audience? Are you encouraging (and answering!) comments on your blog? Are you thanking followers of your Twitter account? Do you allow fans to post to your Facebook wall? Do you encourage interaction? Are you tracking click-throughs to your web site? Are you converting social visitors into leads?”
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights.
Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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