Platform Communications Views

A vision of social success

One of my colleagues came across an interesting article on how businesses are using social media in Bloomberg BusinessWeek published today.  The article made a valid point that there is still a real shortage of real world examples of “social” best practice – and provided one of two stories of how social media can backfire and create a completely different type of communications challenge [it’s worth watching the video mentioned in the article!].

The most interesting part of the article, however, looked at metrics.  How are businesses measuring “social”?  The truth – most aren’t, but feel that doing something is preferable to doing nothing.  While social media measurement is still maturing, it’s clear that unless you have a clear idea of what the vision of success looks like, the chances of success are pretty slim.  And, if you can’t measure it – how will you know when you’ve succeeded?!