Comments on: The Business Problems With Social Media ROI

By: Chess Media Group Partners With Biz 360 and I Join the Biz 360 Advisory Board!

Chess Media Group Partners With Biz 360 and I Join the Biz 360 Advisory Board! — Tue, 03 Nov 2009 18:33:48 +0000

[...] on the business side and those on the technology side. Chess Media Group is trying to conquer the business challenges and we hope to work with Biz 360 to conquer some of the technology [...]

By: jacobmorgan

jacobmorgan — Thu, 03 Sep 2009 01:14:46 +0000

It's definitely not an easy task. Detroit Lions…ouch!

Thanks for the comment Stuart!

By: jacobmorgan

jacobmorgan — Thu, 03 Sep 2009 01:14:02 +0000

you're welcome

You make good points Lauren but I think the tools still have a long way to go in terms if improvement to help the C-suite see the value for their investment. That being said you are absolutely right in that we cannot forget the human side of things.

Thanks for the comment!

By: Stuart Foster

Stuart Foster — Wed, 02 Sep 2009 23:18:36 +0000

CMO lifespan is the biggest one here for me. How can you create large changes in corporate culture and and improve the existing product base if you have a tenure that matches the head coach for the Detroit Lions?

Agencies tend to work because they've perfected a lot of the larger issues. In-house can largely be a cluster-f**k if you aren't careful.

By: isolution

isolution — Wed, 02 Sep 2009 17:19:36 +0000

Thanks for highlighting so many variables important to be aware of. Looking, researching, trying, listening, listening and listening on SM, I come to remember the Internet boom.
I wonder if all of the sudden there is a HUGE expectation that SM can be THE NEXT GREAT THING. Who knows the answer and hopefully it is.
What I also wonder if by any chance the SM phenomena does have life and characteristics of its own that we are not allowing it to mature trying to force other models into a new model that it wouldn’t fit.
Like in many technological, behavioral and innovative revolutions, it would affect many and each on its own term and its own pace. Obviously this is not “One Size fits all” and there is magic wand to make it work.
What I would recommend and you do is to be aware of the variables, open and honest of what can and can’t be done and to respect companies cultures, interest and goals with it’s customers. Like in any major technological of process change within a company: if it does not have the executive sponsorship and a true Change Management process is design and implemented in parallel to the project, there will be a high probability for failure.
We all have seen that SM is not accepted nor understood by everyone. Its instantaneous benefit for collaboration and communication might not be of interest or features that every company can benefit from because its model or because is not capable to fulfill and deliver. As you see, those are circumstances that have nothing to do with SM.
As for metrics: I will take samples on how easy will be to achieve instantaneous massive communication and collaboration with traditional media. Then compare it with SM tools. Beware the company is not using a 1,000 agent contact center in the middle of nowhere in which case, make the point that the same contact center might be replying to the SM activity.