Almost 25 percent of our time spent online is on social media, according to presenters at an Oct. 26 breakfast hosted by the FCPRA. A panel of senior execs from PepsiCo, Carrot Creative, Edelman and GE provided the audience of 50-plus attendees with insight into successful campaigns, hot trends and best practices, along with tips for selecting a social media agency and building your personal brand online.
Panelists suggested that social media is actually making employees more productive, giving them tools and resources to get connected to the world. It also is applicable in most every industry including the B2B arena (take that from GE, which is a leader in the use of SoMe in this area). Without a doubt, however, it’s critical to “know thy audience” and craft content that is appropriate for them.
The question about ROI is still a bit ambiguous. We were told it really depends on what you’re trying to accomplish. While our panelists measure data such as total reach, impressions, engagement, engagement time and share of voice, linking these to results such as product development, sales and/or the company’s reputation nonetheless remains challenging.
Are you on social media? If not, jump on board. Before you know it, it will be as easy (and as natural) as using the telephone!