I’ve been turning over in my mind a social media survey highlighted this week in eMarketer. The study surveyed nearly 2,000 social media marketers on what works and what doesn’t in their world. For example, social media marketers see these strategies and tactics as an effective way to do things that have typically fallen into the realm of public relations — influence brand reputation and increase brand awareness — as well as digital marketing practices to increase website traffic and search engine rankings. They report less effectiveness at improving internal communications, generating leads and increasing online sales.
Perhaps more telling are their responses on their ability to measure social media effectiveness. In a nutshell, that which the marketers feel are the most effective tactics are deemed the least accurately measured.
Over on the ShoppeSimple blog (a client blog), we noted that reports highlight the gap between creating and participating in social conversation, and turning converting that conversation into sales — there is a need for a way to connect consumers to brands and product offers outside of email.
From a corporate communications standpoint, the study highlights the dilemma of where and how to invest in social media. The most effective social tactics appear to be seen by respondents as only marginally more measurable than that traditonal media relations — where you counted clips and assumed they were having an impact on awareness and attitudes (and while the web makes this more cost effective, most businesses do not have or spend the resources to directly measure impact of media relations on customers).
And yet…and yet…
It’s clear that we believe this stuff is working, just like PR has always worked, and maybe even more so.
There is not doubt that corporations ignore the online communications channel at their peril. If only from a crisis preparedness standpoint, no company should want to risk becoming the next big case study on what happens when blogs and social networks your gaffe goes viral. That’s a good place to start.
Beyond that, if you don’t look, you won’t see. In an uncontroversial environment, the issues won’t be obvious. I have some thoughts on the matter that I’ll save for my next post, but what do you think?
In corporate environments where additional spending is only for initiatives where you can demonstrate a return, what opportunities does corporate communications miss when they don’t engage with social media?