The biggest problem in social media is that there’s too much information to choose from.Clay Shirky has stated famously that the problem with social media is not information overload, it’s filter failure.Social media is addictive for some, a distraction for others, and a legitimate channel for engaging customers
So, let’s talk about applying the management tools you already know about to this channel.What are the goals you are seeking to fulfill?Are they absolute? Relative? Big? Small?Can they be known subjectively, objectively?Are they SMART? Simple, Manageable, Actionable, Reasonable, Time-Based?
How will you know when you reach these goals?Absolute? Number of followers, mentions in a particular media format, money raised, revenue gained, customers servedRelative? Sentiment analysis, net promoter score, better blog and news coverage?
What tools will you use to achieve these goals and measure these results?Plenty of tools out there – some of them shiny, some sweet.Many tools in the toolbox – you need to try them to find the best tool for your needsSome will be served by asking friends and getting the seal of approval. Others are more personal and won’t be easlly applicable across problems.
Google ReaderGood for absolute, time-based reading of mentions.Good for “all posts by Clay Shirky” or all mentions of “Gist”Less good for “show me the interesting posts I need to seeFirehose
Gist - helps you build stronger professional relationships by bringing together information from across the web for all your contacts and their companies giving you the right information at the right moment to get a meeting, deliver an amazing pitch, or just find a better way to make a connection.Not a firehose – more of a focused query of your contacts to find out what is happening in your universe
How does this work inside outlookGist scans your email, and lets you get the Gist on someone
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A few thoughts on managing social media and Gist
Managing Social Media<br />A Few Thoughts<br />Greg Meyer<br />Customer Experience Manager, Gist<br />email@example.com<br />(425) 442-7401<br />@gregatgist<br />@grmeyer<br />
Why Believe Me?<br />Deep experience as a technologist<br />On my 7th startup<br />MBA and big company experience<br />Built a social media channel from the ground up<br />Lead webinars and engage customers daily<br />4/24/10<br />2<br />
Why you should not listen to me<br />I’ve been a social media professional for 6 months<br />No formal marketing training besides a few business school classes<br />I’ve done lots of jobs in my career<br />4/24/10<br />3<br />
Agenda<br />Too much information – Setting the Stage<br />Applying Management to Social Media<br />Setting Goals<br />Measuring Results<br />Tools<br />How to use (a few) social media tools<br />What’s next?<br />4/24/10<br />4<br />
Too Much Information<br />4/24/10<br />5<br />http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction<br />
4/24/10<br />6<br />Applying Management to Social<br />Goals<br />Set goals (don’t be afraid)<br />Make them reasonable + stretch<br />Don’t be afraid to change them<br />
4/24/10<br />7<br />Applying Management to Social<br />Did anything happen?<br />Can you see patterns?<br />What are potential changes?<br />Results<br />
4/24/10<br />8<br />Applying Management to Social<br />Tools<br />When your only tool is a hammer, everything looks like a nail.<br />Different tools produce different results.<br />
Tools: Google Reader<br />4/24/10<br />9<br />confidential<br />