When Calculating Twitter’s ROI, Don’t Forget Its Change on Organizations

Social Media Isn’t Just a Marketing Tool but an Efficiency Driver

What’s the bigger idea: social media as marketing stimulus or social media as a way to innovate business processes?

Every brand manager or CMO should recognize that it’s both — and in a disruptive economy, you need to take advantage of both outcomes. And when the potential dividends of a marketing effort include changes to a company’s process, we need to rethink the entire notion of ROI.

This isn’t an easy task, as marketers typically leave things such as organizational strategy and technology implementation to other stakeholders — keeping lines cleaner and allowing marketers to focus on, well, their areas of focus. You let technology folks do technology, quality folks do quality and service folks do service.

But social media softens the silos. It’s hard to turn over a rock in social media, dip your toe into Twitter or comment on someone’s blog without rethinking the fundamentals of a firm’s organization, product development and even listening infrastructure. Such firsthand experience begets inspiration. Inspiration powers change. And change is needed more than ever before as we’re asked to contract our resources.

Social media and communication
Social media, at the end of the day, is about reinventing communication. Executed wisely, it’s a new covenant of interaction between consumer and consumers, and, more recently, consumers and business.

Across the social-media airways there’s no shortage of inspired thinking about what’s possible. At a time when organizations are under intense pressure to reinvent themselves — to take lemons and make lemonade — it might be the right time to focus our efforts, even for a moment, on the overall “business process” equation. That’s probably the easiest and most obvious way to demonstrate ROI around all of these efforts.

Read entire article by Pete Blackshaw >

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