Love the idea of social media as a utility/tool to get what you need out of it…drink up some knowledge and move on. The unfortunate thing…and I know because up until June 29 I was battling it daily…is the fixation on the acronyms of ROI, TCO, PPC, EIEIO…etc.

I get it…budgets are tight and you have to prove value, but when was the last time you were forced to prove value for a Google or Wikipedia search for information? And how fruitful was that search?

That’s what I’ve begun using Twitter and other mediums for…checking for a pulse. And while I haven’t begun monetizing my time — yet — Facebook, Twitter, LinkedIn, posting on blogs like yours, and anything else I can contribute to sure does result in clicks to my site, gets people aware of me and collectively makes me a lot smarter.

That an ROI I’m totally comfortable at present, even though I am and my Web voice is still very much a work in progress.

I consider it a personal brand value prop instead of a lead gen value prop. Lead gen has its vehicles (DM, pay-per-click, e-mail + microsites, teleprospecting, banners (ugh!) etc.) Use those to justify ROI. Use social media to gain awareness, share insight and provide a voice for your brand. Oh, and a few exclusive offers to your exclusive SM peeps never hurts either.
Cheers,
Mark, aka, ev

Twitter’s role in all of this is exactly what you’ve offered here – a means to be more proactive.

Thanks again – it’s always a pleasure to discuss the finer points of this medium with you!

For a larger company you have to justify the time or other resources you require in advance. There are several costs involved for larger companies, not least opportunity cost. I work with several clients who are only now committed to social media after months of trial schemes, and those were a leap of faith.

Companies who struggle most with the ROI question are those who do not have a capability to measure their PR investment, active branding campaigns, display advertising, community outreach, etc. On the other end of the scale are the “direct” companies who are already measuring right through the chain using coupons, sampling, lead capture, commission structures, analytics and online advertising. For them social tools and interactions can be plugged in as sources. Just look at Dell, their profits just from Twitter are in the millions, but they have gained far more I imagine from their idea generation and engagement campaigns.

Twitter in particular is becoming key to proactive customer service – hunting out the people who are upset/disappointed before the issues fester. We are not yet at the stage where social media is a “must have”, like a website and email customer service, but I think we will get there.

“how well does it work as a means to your end? And within that beauty lies the reason behind the ever-growing popularity of the medium – its seemingly endless number of uses for a corresponding number of ends.It’s just another tool in the communications toolbox”

I found this on twitter and as the Social Media coordinator for my organization (and a self-proclaimed SM addict) I am always looking to further educate myself on the subject. I am preparing to give a presentation on the what and why of SM is important and your post just gave me some great ideas! Thanks!

It’s just another tool in the communications toolbox”