About Social Media Today
This is the delicate balance that exists for those of us representing our companies thru social media. Since conversation is king, those whoare great at engaging in dialog both online and offline will likely become the voice of their company whether intentionally or by accident.
In the last several days I have been asked “What happens when a new opportunity presents itself, how will you mitigate your company saying you built your personal brand on company time and try to impede your ability to make a change.” This was an interesting question I had not thought too much about, because I am of the mindset that doing good work on behalf of your company is always first and self promotion or“personal brand” is a by product of this.
When you thinkof Ford , Dell or Comcast and social media you probably think of a person and not the brand. That is because this group of individuals has focused their activities on having a positive impact on their business by supporting customers online, and self promotion is not even a consideration.
After thinking about it, there is a simple answer. Show measurable results to your leadership team. While this sounds simple enough, many people are still wondering how they measure social media's impact on their business.
After thinking about it, there is a simple answer. Show measurable results to your leadership team. While this sounds simple enough, many people are still wondering how they measure social media's impact on their business.
My approach is to align all my activities and metrics to the 5 goals outlined in my last post “Social media is like running a marathon”.To give you an idea of what I mean by aligning metrics to goals here is a subset of a report I produce for my company's leadership team.
Key Metrics:
- Brand mentions: 242 mentions of Vignette out of 918 total for top WCM competitors
- Share of voice in WCM market: 25% of conversations about Content management include Vignette
- Â Extend reach: Reached 40k people on twitter via re-tweets, 16 blog post resulted in 3k visits
Here are some guidelines you can use to ensure your intent is never questioned: Keep a laser focus on business goals, report how your activities are having a positive impact and realize that great work is what builds a “personal brand”.
This may no teven be an issue for most, but the fact it was brought up in several conversations recently makes me think it may be for some. Do you think this is something to be concerned about?
