First, listen.
When was the last time your agency asked to see your business plan? When was the last time you were asked how your business makes money, what makes you most money what stands in your way?
Is what is in your business plan reflected in the comments and conversations taking place in social media about you and your competitors? Are you listening to identify where the gaps are?
Then act.
What interventions need to be made to close these gaps? Which communications channels are most effective at doing so?
Just as brand owners are straining to adapt to change in new market conditions, so are traditional agency models, so the natural inclination of your agency may be to approach problems from traditional perspectives. Nobody really wins with type of compromise.
Find what you need here
Go Deeper
Here are some more interesting and authoritative reference sources to expand this theme, this time looking at the kind of typical internal discussions organisations have when they are considering social media. Each link opens in a new window.
Return on investment is a challenge for all organisations and whilst our business model is focussed on delivering the Three R's - Revenue, Referral and Recommendation, this piece on social media measurement by Canadian social media specialist Amber Naslund is a provocative piece on what can and shouldn't be measured.
The key challenges of demonstrating social media benefits in hard cash are explored in this Slideshare presentation on social media ROI. It wraps a serious message in an amusing style - especially if you remember cult 70s sci-fi show UFO.
The web is awash with presentations on how social media will change everything and some are better than others. If you've only got 5 minutes to persuade a sceptical board, then use the time wisely. This video social media revolution is the one to choose.
