Yes it can.
Quite an effort goes in creating suitable content for social media. Undeniably, a lot of strategy and planning is involved in setting the right tone of voice that results in size-able engagement data.
Yet most business teams don’t understand how to use the “engagement data” & keep complaining that social media results are useless for them. They don’t care about the likes, shares, retweets and views that are generated.
In all honesty, how does it really matter to them?
The problem is lack of information. And it works both ways.
If you think your business team is incompetent in understanding how social media works then that’s just half the problem. The other half (I’d say more grave situation) is that YOU don’t understand your business enough to drive the right kind of social media activity.
As a social media expert, you need to go beyond content creation and promotion of it. Believe me, I’ve been there & have learnt the hard way.
It’s not the skills you have that need to be strengthened. You need to improvise & expand your knowledge to add value back to your business.
And that’s how you will be seen as a strategist or a business partner and not community manager who by the way also writes posts & tweets.
Do the following & you will contribute to business!
Get social media & business teams in the same room
Basis our experiences and interaction with our friends and colleagues from social media, we’ve come to realize that a good social media idea arrives from a damn good brief. This brief usually is given by someone somewhere in the marketing team of a company.
But, no matter how close marketing is to business, real business understanding can come from a business expert. It is essential to bring your marketing/social media teams closer to business teams if you want them to understand the real deal.
Your social media team needs to be motivated to drive your business objective beyond the likes and shares of Facebook and beyond the brand book you gave them thousand years ago.
Bring them face to face with the business and show them how the real work happens.
Spread the knowledge and gather more ideas
One of the main reasons why business don’t believe in social media is because they don’t understand how it works. We told you in the beginning that business teams find social media engagements and interactions meaningless.
Invest time in sharing case studies and even running workshops. Maybe run an internal contest to get ideas for social media? You’ll be surprised to see some good thoughts on the table.
Best way will be to make your business counterparts more responsible to leverage their profiles to meet business needs. Mentor them into becoming thought leaders. Once they join the league, they will start understanding the value social media brings with it.
Why just business counterparts? Get your CEOs and CXOs to use their networks. It all starts from the management and then everyone gets motivated.
Build a strong measurement method to show results
You might think great deal of the wonderful engagement data from your social media campaigns. How you were able to get a million hits at one fourth the cost.
This data will make no sense to your business teams.
Where is the new customer?
Where is the lead?
You need to focus more on analytics & research.
Look at where your audience goes after hitting that like or retweet. Have they visited your website? Have they clicked on any form? Did they call your call center?
Even for the most basic activity do not forget to make use of analytics. You don’t always have to build a micro site and capture leads and track them down till they convert.
Your daily visitors matter a lot & contribute a even more. Use every data point and keep in touch with them. Educate your business stakeholders accordingly.
Marketers have put social media as a tick mark on their things to do, but that can easily be pushed to the spotlight by just changing a few methods. Adopt it today and you’ll start seeing results that were previously invisible.
I had originally published this piece on clicksdaily.in & I received a good response. Therefore, I edited this for Medium. This version is upgraded for the audience that writes and read about social media on this platform.