Social Media ROI | Olivier A. Blanchard

Summary of: Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (Que Biz-Tech)
By: Olivier A. Blanchard


The exponential growth of social media has transformed the way businesses connect with their customers and gather valuable data. In the book ‘Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization’, Olivier A. Blanchard delves into the various aspects of incorporating and implementing social media strategies to achieve better business outcomes. The book reveals key insights on how to dispel common myths about social media and penetrate the world of contemporary business communications. With specific focus on topics like sales, customer support, human resources, public relations, and business intelligence, Blanchard plants the seed for social media success across an organization.

Exploit Social Media for Business Growth

Using social media to develop meaningful relationships with customers is an excellent strategy for the growth of any business. These platforms offer a modern-day campfire where customers gather and interact with each other. By taking advantage of these interactions, businesses can decrease marketing expenses while generating new revenue. Further, social media platforms offer the most efficient and cost-effective means of conducting customer service and recruiting personnel. Additionally, social networks allow businesses to gather intelligence about their clients’ behavior, opinions, and preferences. By monitoring social media, businesses can shape perceptions positively and discover valuable information about their clientele.

Dispelling Misconceptions on Social Media Management

If you want to convince your CEO to invest in a social media program, it is important to address their concerns. Top myths about social media management include the idea that it is a waste of time, complicated, easy enough for anyone to do, just a fad, and requires too much change. In reality, social media can benefit a business by improving sales, customer satisfaction, and marketing intelligence and building relationships with customers. While the technology may seem daunting, the concept behind social media is easy to understand. However, social media management is a highly skilled activity that professionals should oversee, not just anyone with a Facebook page. Social media is here to stay and is as viable as other communication tools, so adaptation is necessary for survival. By addressing these misconceptions, businesses can secure executive buy-in for their social media program proposal.

Four Phases of Social Media Integration

Integrate social media into your organization in four stages. First, establish initial presence under an administrator’s direction. Second, have marketing and PR departments be early adopters. Next, other departments will join in when they see success. Finally, most aspects of the company will incorporate social media.

Social Media Strategy for Business

A social media director oversees a company’s social media activities and requires a diverse background, including marketing, project management, research, and blogging. Junior positions require tactical experience. The company’s social media standards must include components such as an employee bill of rights, internal and external social media guidelines, and employment disclosure guidelines. A social media program integrates every organization function by leveraging social networking platforms’ power through human networks.

Building an Effective Social Media Program

As social media platforms continue to grow, it’s important for businesses to have a strategic approach to their online presence. To do this, companies must create an organizational chart for their overall business and one for social media jobs. A successful social media program requires a system allowing communication among professionals and an SCRM platform as well as a “social media activity management dashboard.” Consistency between marketing messages and customer experiences is critical to avoiding criticism on social media. Companies must implement guidelines for employees regarding what they can and cannot say online to maintain transparency and confidentiality, protect their online reputation, and manage potential digital crises. Training professionals and communicating daily with social media department personnel is crucial. Suitable tech support and measuring appropriate KPIs will ensure a successful social media program, with progress and results regularly reported to management. As social networks work as an electronic grapevine, an effective social media program is essential in today’s digital age.

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