Inspiring this week's rant is an event I went to this week: Buzz2010 featuring Olivier Blanchard speaking about Social Media ROI. The event and Olivier's presentation rocked. It was the first time I've seen someone put into association/not-for-profit (NFP) terms the whole business of social media ROI. My favorite points:
- Associations and NFPs are not like most businesses. FINALLY someone addressing this in the context of ROI--Amen.
- Sales is not one of the metrics to look at for association/NFP social media--outcomes is. "Outcomes" include stuff like new members, increased frequency of donations and volunteerism, and added exposure. Double amen.
- ROI is 100% media agnostic--only measuring social or digital won't get you anywhere. You can't evaluate social media in a vacuum--you evaluate it as part of a whole communications strategy--which means you also evaluate the rest of the strategy.
But here's the thing: most associations are not doing that. It's like we inspect things one time and once they've been deemed worthy, they're in for good. Social media-even when it's "in" like in my case where there's a full-time position dedicated to it, is under constant scrutiny. I get that--I get that new things are like that. But I have to say: it's getting old. It's getting old to have to deal with "should we really be spending time doing this when there are no clear benefits?" at every turn--it really is.
Sorry--that was more of a whine than a rant--I think I'm done now.
Do yourself a favor and check out Olivier's presentation--or if you're like me and it's hard to get much out of just slides, purchase the recording--it's only $59 for all 3 Buzz2010 sessions. I don't usually hawk stuff on here but honestly, each of the Buzz2010 sessions was great and contained so much information that even non-social media people would get a ton out of.