Social media: First Violin (not the whole Orchestra!)
This is the presentation I gave at the Social Media in Business conference earlier today.
The key points are that:
- Organisations create value (and drive competitiveness) through social media by focusing on capability, particularly social and relational / customer capital
- Not by focusing on the technology
- Not by focusing on business results
- Saying “we need to think about the behaviours resulting from the technology” is still focusing on the technology!
- We need to be able to articulate the type of capability we want to create (ie what are the groups, connections, relationships, behaviours, conversations etc)
- Once we have done this, we should be able to look forwards in the strategy map / value chain to estimate the business impacts of having this capability
- And look backwards to identify the organisational processes that can be used to create the required capability (and which may, sometimes, be supported by social media).
Although the afternoon sessions was designed to to focus on measurement, I didn’t get time to do talk about this – or I think really, I forgot – it would have only take another few seconds to have said:
“Measurement is easy – it’s setting objectives (articulating the type of capability and identifying the most appropriate processes, tools and interventions) that’s hard”!
And ROI is just a calculation based on the Investment and Impact stages of the value chain.
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