Posted by Dan Steer
Amy Jo Hart is one of the top five Twitterers in the world, New York Times best selling author and leading expert on the monetisation of social-media. Kicking-off day 2 of the ASTD TechKnowledge 2014 Conference, she is here to tell us that social-media value and “Return on Influence” comes from its humanisation and that if we want it to work, we need to educate our people …
Millions of people are active on social media. Billions even. And the potential for business, marketing and learning is huge. Amy Jo Martin knows it: Activities like her “random acts of Shaqness” have helped sports-people and big-name companies around the world to create social media influence and to humanise their brands. She believes that social-media based communication is relevant to every part of your business and as such, you need to make it work right.
According to Martin, social-media success is not about what you do, but why you do it. People don’t care about your products and services. People connect and stay connected to you (and your brand) because they believe what you believe. Her formula for SoMe influence is a blend of cold metrics (reach, followers, fans etc) x warm metrics (sentiment and engagement).
If we measure the payback of this engagement, we can start to see real value. Martin measures that ROI payback as revenue per available fan and followers on social media. Count your revenue and divide it by the number of fans or followers. If we can increase our influence and humanise the brand, we can increase our revenue.
So the question is: “What should we be doing around social-media in our companies?”
One of the key messages Martin brings is that everyone is involved in our brand success: All the employees and all the customers. Everyone can be a brand-champion. And those same people might equally destroy the years of hard-work that have gone into creating your brand equity. If we want to get things right and create real SoMe ROI we need to educate our own people on how to do it well and give costumes good reason to say and share the right things about our brand.
In our own organisations, education on how to use social-media effectively helps us to decrease the liability of social-media based mistakes. It helps to create brand-ambassadors out of our employees. It can help people to develop within their profession. And of course it can save money for the company.
From teaching employees how to use a hashtag properly 🙂 to community management, crisis communication or social-media for HR and recruitment, education of your people is key to social-media success.
In Belgium, many of the large traditional organisations (banks, governments, insurance companies) are starting to understand the value of this education and are rolling out programmes across the organisation. I have been invited by Kluwer Training to deliver retraining on a variety of SoMe topics, from its use in marketing to its use in learning + developing itself. Hopefully they will see the results that Martin expects.
Looking for ideas for social-media education? Check out www.digitalroyaltyuniversity.com…
Thanks for reading!