As I reflect on how many companies still deploy social media listening platforms, I can’t help but think how early we are in our respective journeys towards becoming social businesses. For many companies, the impetus is around producing pretty charts to share internally and gain executive mind share, which rarely happens. What I have instead observed is that starting with a purpose for listening (i.e., business objective or use case) and solving for that, not only generates tangible business benefits, but also helps us gain the mind share we all long for.
I had high expectations for SXSW, but instead left disappointed with no real so-whats. I instead found a highly commercialized and over-crowded event.
Social media commands centers have recently become the new shiny toy of social. Many large brands have started investing in these physical artifacts that resemble little of today’s 24×7 virtually connected world. I argue that the flashy monitors and mind-numbing dashboards do very little to increase a company’s social IQ, and most companies could benefit more by instead focusing on driving value for their business by partnering internally and investing in tools that the average employee can use.
Driving the change required to help your company become social-savvy is hard. Most organizations are either skeptical on the value social media can add to their bottom line, or infatuated by useless metrics such as fans and followers. In both cases, the only way to help your organization cut through the noise is by providing them with an end-to-end service that goes beyond ‘sticks’ and helps to pave the way of changing behaviors. Technology has a key role to play, and this post illustrates an example of how we are approaching this topic within SAP.
Is the social media bubble about to burst? Three trends seem to point to this: Our audience sees no value, we can’t show ROI, and companies reduce spend.