As EMC embarks on it’s next social journey, I have the unique honor of seeing the flight plan as it’s being developed. I’m the wise old owl perched atop a building watching the world go by. I listen.
Until recently, reporting and metrics for social media were not truly considered an important tool for marketing engagement. That *was* okay. Much like the Web and email back in the mid-90s, social is becoming de rigueur for conducting business.
Orgs throughout EMC are realizing the impact social can have on marketing campaigns, support tickets, sales opportunities, competitive insight and so much more. In fact, co-workers across the company are now asking what’s being said of their interests and of EMC in general. This chorus of voices wants to know if the Twitterati are paying attention. They want IT professionals to flock to Facebook. They want to brag that they earned X new followers or likes last month. They want to know how many times their bitlys were clicked. They want to know what the reach of all those tweeps and bloggers might be.
All interesting numbers. All are ingredients in the secret sauce. But they do not offer that report button. There’s that one thing that can’t necessarily be measured. This one thing needs to be understood. Practiced. Assimilated. Be one with the force.
Yes, number one, engage.
Engagement is the key to the reports we seek. We need to understand how engagement can be measured. How it can be scored. The secret decoder ring.
I tend to frustrate and educate all in the same breath. I ask lots of questions. LOTS. I look for the context surround the activity a report might be based upon.
- Why do you want to do with this information?
- How will it help you?
- How will you help it?
- Where are you focusing attention?
- What are you doing to attract that attention?
- When are you engaging with folks?
- How are you engaging with folks?
- Why are you engaging with folks?
- Do you have a call-to-action?
- What is your call-to-action?
- What value are you providing?
- What might you hope to learn?
…and that’s just to dig deeper on ONE tweet
I’m sure there are more questions. But none of this is easily measured. Sure, the how-manys can be counted, but how do you measure engagement? How do you build that report button?
That’s the uncharted frontier for social media or social selling or social CRM or any other label you use. Any org worth its market share is actively seeking answers to these questions. Are you?