Reading through Olivier Blanchard’s Social Media ROI, a book often cited as the bible of social media measurement, I was going to attempt a book review.
Until I had a better idea…
Why not allow the book’s own community to review it? Much simpler to share the most socialised paragraphs of this most social of books and hence allow this social feedback to stand for itself – as sort of dynamic book review.
So in ascending order order of popularity, here are the ten most popular sections that kindle-readers highlighted. Elements in bold italics are my own editorialising.
The 10th most popular highlight with 94 highlighters was: “Objectives dictate tactics. Never, ever, ever do tactics dictate objectives. Social media activity, in and of itself, is not an objective. Acquiring net new customers, increasing reach, building loyalty, capturing more market share, even increasing net new revenues. These are objectives.”
9th: “A strategy is a plan of action designed to achieve a particular goal or objective. Strategies are often complex and made up of many moving parts. Strategy tends to be the realm of executives who can manage a high level of operational complexity.”
8th: “…connecting with customers on a deeper level in order to develop them into outspokenly loyal repeat customers.”
7th: “Your business doesn’t plug into social media. Social media plugs into your business.”
6th: “Reach, attention and influence cannot be bought in this space. They have to be earned and developed, much like friendships are earned and developed.”
5th:“If the golden rule of business measurement is ‘measure what matters’, the golden rule of social media measurement is ‘just because you can measure it, doesn’t mean it matters‘.”
4th: “F.R.Y. stands for frequency, reach and yield.”
3rd: “What social media does is this: It takes your basic word of mouth process and multiplies both velocity and reach.”
2nd: “A fully deployed social media programme is a completely integrated communications mechanism that amplifies the impact of every function within an organisation by leveraging the power of human networks via social networking platforms. It is a complement to all other forms of tactical communications from advertising to PR…”
But the single most socialised quotation from the business bible of social, with 185 highlighters at the time of reading, is the following:
“Word of mouth, in order to be effective, must be relationship-based. Influence and trust, within lateral channels, are earned, not bought.”
So there we have it.
In a nutshell, ROI must be measured in business terms; KPIs for communication only ever offer guidance; And the notion of social media as a set of channels is a red herring, better understood as ubiquitous, trust-based social communication. All of which Copper would agree with. It’s a good book and well worth a full read if you have the time!
Tim Kitchin is client service director and director of consulting at Copper, the digital marketing agency.