Social Media: What will all this stuff do for my bottom line?

Jennifer D BeggDigital Media4 Comments

I can’t explain the joy I feel when I get to the stage with a client where they see Social Media as a necessity for their organisation. However, having reached that point, I sometimes get the feeling that some clients still don’t understand why. Sure, they’re willing to invest in training and consultancy and will throw themselves into learning new skills to bring their company further into the digital age but do they know why they want to get there?

I don’t care how good your training is, there is a period of consolidation and adjustment on the side of the trainee before they can really say they’ve learned the content. This is really frustrating for a trainer because you want to feel like you’ve stimulated, excited and engaged each participant to the point where they could do your job. Then you get a comment like this:

“What do you mean I can’t just schedule 1 tweet to go out every Tuesday? That sounds like more than enough”

You then have to go over again the whole explanation of how people find you on twitter, how to engage and how to get new followers who will value your interactions.

This is all fine as it’s part of the learning process and is a good way of giving real life experience of how social media works and why it’s not something that should be passed off to the office junior with no training or guidance.

Then comes the other question. You know what it is, you’ve heard it before:

What does all this do for my organisation’s bottom line?

This is a conversation I get into as early as possible. I don’t want to waste my time or theirs on a network that doesn’t get them nearer to their goals and that they don’t have time for. However, having gone through this in the beginning, established goals and what success will look like, the question will rear it’s ugly head again and you need to be ready for it.

My advice is to set clear objectives with your client at the very beginning. I ask questions like:

  • Who are your target audience?
  • Why do you want to reach them? What kind of interaction do you require?
  • How much budget / resource do you have for this activity?
  • What are you doing right now? What works? What doesn’t?
  • What are your timescales?
  • What does success look like to you?
Even with answers to the above it is difficult to manage expectations so I would refer back to them as often as possible both when training and when planning their Social Media Strategy.It is important to set up relevant measurements from the beginning of your campaign. Explaining that followers and likes alone do not equal a successful campaign, only gets through if you’ve set tangible aims that are related to the organisation’s end goals.Lastly, we are accountable. The thing about any kind of digital media, not just social, is that it’s traceable and that’s what we should be doing. Track and report back on your campaign regularly and you will avoid difficult conversations further down the line.

What are your top tips for keeping clients switched on to successful Social Media?

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Jennifer D BeggSocial Media: What will all this stuff do for my bottom line?

4 Comments on “Social Media: What will all this stuff do for my bottom line?”

  1. Stormy

    What a wonderful thing you are doing in building a school! I wish you nothing but the courage, strength, and drive you’ll need to see it through. Also, the slavery footprint questionnaire is striking. It just shows how much room there is for change. Thank you for your post.

  2. Bibhuti Aryal

    Though-provoking on many levels. I had no idea that I had 29 slaves working for me. In this globally connected world we live in, we take so many things for granted and ignore so many problems and issues. It is up to us to become more educated and to continue to fight against injustices.

    Thank you for this wonderful post, and all the best with Janie’s School. I see Hope Worldwide is doing good work in areas that need it, including Nepal (my mother country). I made a small donation, which I hope will go in some small way towards their great cause.

    – Bibhuti

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