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Measuring Social Media in a Large Corporation

SOMETIMES YOU’RE PREACHING TO THE CHOIR

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AND THE NOT-SO-GREAT THING ABOUT WORKING FOR A LARGE COMPANY?

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When they get it wrong, it’s much more painful. And more work.Sometimes they don’t get it at all.Sometimes they jump in head-first.

E.g., Microsoft Company meeting this year with internal Twitterers.

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What About the Naysayers?

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A QUESTION I HEAR ALL THE TIME:

"The only thing you learn from Twitter is what Twitter users

think, and that's less than X% of our customers...

...so why all the effort?"

SO YOU [EVENTUALLY]NEED A SYSTEM.

BUT FIRST

YOU NEED TO KNOW WHY YOU’RE THERE AT ALL

Convincing a large company is not about getting buy-in for social media.

It's about understanding what problems they want to solve & then figuring out if and how social media can help.

Then you instantly have metrics.

EXAMPLE: AMPLIFIERS

What is an amplifier?Why use them?How are they measurable?

WE’RE TRYING TO EVOLVE FROM THIS

TO THIS:

WHERE ARE WE STILL STRUGGLING?

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