Monthly Archives: January 2012

How the Brantford Library understands “The Social Media Business Equation” by Eve Mayer Orsburn

Posted on January 25, 2012 by

Both their new Councillor and their Mayor should take note at their level of passion, knowledge, insight, mindset, transparency and ENGAGEMENT.

Simply put, the Brantford Library Community Managers “GET IT”.

They understand that it is not about the number of followers, the number of web hits, the cut of one’s jib, the smell of their clothes, or their klout score.

They understand that every tweet is an opportunity to engage in dialogue and expand their Social Network and TRUE Social Influence and TRUE “Klout”.

They understand that every tweet is an opportunity to expand their Social Business through TRANSPARENCY, COLLABORATION and ENGAGEMENT. Continue reading →

Posted in Life@42: A Leadership Social Novel | Tagged , , , , , , , , | 22 Comments

Marshall Sponder’s Social Media Analytics – “Numbers Lie! Engaged Communities Drive Value.” ~Robert Lavigne

Posted on January 3, 2012 by

What is the value of a “Facebook fan”? Is it $0.00 per Augie Ray of Forrester Research, $136.38 per Syncapse, $3.60 per Vitrue, or $259.82 per McDonald’s.

What is the value of a Twitter follower, a Google Plus follower, a Wordpress subscriber, a YouTube subscriber, a Facebook Friend, or a Real Friend?

These are questions that every marketing focussed entity must ask and answer in justifying the ROI model of their Social Media Campaign.

Calculating the ROI of a Social Media Campaign is very much an actionable equation given specific parameters that are valued, formulated, encapsulated, calculated, and evaluated.

However, the real answer is hidden well behind the numbers that get generated from the multitude of platform providers, who will gladly outsource a solution to “solve” your dilemma.

You see, Numbers LIE! Yes you read that right, NUMBERS LIE!

We are living in a world where you can acquire, yes acquire, the numbers to match any and all targets your “follower-based” marketing campaign wishes to generate.

Don’t believe me, Google “Buy Followers”, or better yet Let Me Google That For You.

The honest truth is that the numbers are insignificant unless you put them into the context of the specific outcomes you wish to measure and evaluate.

You can come up with every possible equation to answer the question of what is the value of a click, visitor, fan, follower, subscriber, or friend.

To determine the value of a “fan” is a fallacy, that in my opinion throws to the wind the very principle behind social media.

We are unique human beings with our own behaviour patterns, our own circle of influence, our own power of amplification, and above all else, our own model of determining whether we value what should be the most important factor to your campaign.

ENGAGEMENT

So the real question should be “what is the power of engagement, and how can your organization generate a positive return of value that can be measured on the bottom line of your spreadsheet?” Continue reading →

Posted in Life@42: A Leadership Social Novel | Tagged , , , , , | 7 Comments