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In Social Media, Your Return Represents Your Investment

In Social Media, Your Return Represents Your Investment

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Published by Brian Solis
The article talks about how we must know what people value in order to build a customer-centric organization. Using the social media, you can then unlock the 5I's of engagement to develop to more meaningful programs.
The article talks about how we must know what people value in order to build a customer-centric organization. Using the social media, you can then unlock the 5I's of engagement to develop to more meaningful programs.

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Published by: Brian Solis on Jun 21, 2011
Copyright:Attribution Non-commercial


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In Social Media, Your Return Represents YourInvestment
By Brian Solis, industry-leading blogger at BrianSolis.comand principal of research firm Altimeter Group, Author of the highly acclaimed book on social business 
Sometimes the path of least resistance unwinds into a far more complicated and arduous journey than we anticipated. In times of change, taking the path less traveled, although initially daunting, proves easier and far more rewarding in the long run. Such is true for social media.
I read a review about
 once that read, “Brian Solis takes the fun out of social media.” Theauthor’s point was that the book took an academic approach when the industry could benefit from asimplified focus on best practices, case studies, and actionable takeaways.Shortly thereafter, I participated in a day-long event at a leading global consumer brand. Followingmy presentation, the person, a representative from a leading social network, took the stage andstarted her presentation by slighting the general theme of my discussion. She simply said, “Don’tover think social media. It’s supposed to be fun!”Between the review, others like it and that on-stage remark, I was starting to think that maybe I wasbeating the wrong drum. While I appreciate their perspective and their ideas, there are those of uswho must march to the beat of our own drummer. This is why my work focuses on how to bridge thegap between customers and businesses, nothing less, nothing more. I focus onaccountability, change, innovation and co-creation. It is not easy nor is it supposed to be when your  mission is value, starting with the end in mind and working backwards from there.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
The truth is that the customer gap existed prior to social media and successfully closing it takesmore than basic conversational or content-driven strategies in Twitter, Facebook and other socialnetworks. The path to engagement is strenuous, uncharted, and anything but easy. Everythingbegins with understanding the magnitude of the gap and what it is that people want, are missing or could benefit from in order to bring both ends toward the middle.No matter how hard we try, we just can’t build a customer-centric organization if we do not knowwhat it is people value. Social media are your keys to unlocking the 5I’s of engagement to developmore informed and meaningful programs:1. Intelligence – Learn about needs, wants, values, challenges2. Insight – Find the “aha’s” to identify gaps3. Ideation – Inspire new ideas for engagement, communication, new products/services, change4. Interaction – Engage…don’t just publish, bring your mission to life5. Influence – Influence behavior and in the process, become an influencer 
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
Social media is as effective as its design. The ability to deliver against brand lift, ROI, or anestablished set of business and operational metrics and KPIs is all in the design. I believe youcan not measurewhat it is you do not, or do not know, to value. As part of arecent studysponsored by Vocus, MarketingSherpa discovered that a majority of social media programs focused on programsthat were deemed “fast and easy.” Sound familiar? Indeed, those programs that focus on socialmedia programs that are easy are less effective than those that require a deeper investment of time,understanding and resources.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis

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