One of my colleagues came across an interesting article on how businesses are using social media in Bloomberg BusinessWeek bit.ly/aUP0QO 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?!