Six social media lessons for businesses from 2010by
MyCustomer.com looks back at some of the major developments in business use of social media over the past 12 months and outlines what we have learned.
1. Customers expect more than just push marketing from social media presence
2. You don't own the conversation any more
3. Be prepared for the fact that social media can attack!
4. Don't believe the naysayers – social media CAN be measured
- Reach (opportunity to see).
- Awareness (did they get the message at all).
- A virality or value metric for the message itself (was it worth repeating, did people remark about it).
- Influence (a measure of the people who retweeted, looking at how many people are following them and how many retweeted them).
- Sentiment (while real-time visual analysis, speech recognition and textual analysis have come a long way, and content can now be successfully summarised, when it comes to concluding whether the overall tone is positive or negative, there is still a challenge).
- Business outcomes (while the conversation may be taking place in the social media world, are they then actually visiting the website – and if they are, what are they doing when they're there? What does their behaviour reveal about them? And finally, did they fulfil the business outcome – whether that be buy the product, download the whitepaper, sign up for the webinar, join the membership, etc).
5. Social media guidelines are vital
6. If you're encouraging user generated content, be aware it can be abused
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.