This week there were no assigned readings to set the theme for the week due to the fact that we had Oliver Blanchard as a guest. So we had a wide variety of topics discussed in our CMGRclass community group during the week I moderated our class. Our first discussion centered around a blog post written by Clint Boulton and published in the Wall Street Journal, “How CIOs Can Boost the Not So Social Network”. In the article, aGartner, Inc. analyst, Carol Rozwell, was quoted as saying that “by 2016 80% of enterprise social software efforts will fail, partially because senior leaders will never use it.” Diane Stirling commented that this was a startling statistic, but that her experience bore out the comment that the C-level executives are often unwilling to use social media software. Michael Billington added that a CEO who embraced social media, could cause it to thrive in the company. Without C-level support, he suggested starting smaller invitation only communities department by department, to create some successes that would cause others to embrace it.
Our next discussion centered around an email I received that offered a paid registration to a social media conference if the receiver would retweet an advertisement for the conference. I asked the CMGRclass community if they felt comfortable with this. Carol Kelly said that they would need to offer an all expenses paid trip before she would consider it. Hannah Warren said that she had received the same email and immediately deleted it, because it made her doubt the quality of the product (conference). Steve Rhinehart felt that because of the low limit on entries per day (2), and the fact that a recent study shows that the average post only reaches 20% of a community, that this approach was permissible. Diane, Rebecca, Jessica Smith, Sonny, and Alaetra all commented that they would probably pursue the alternative contest entry (by writing an essay). Overall, Steve was the only one who felt that retweeting this message would be non-invasive, everyone else felt uncomfortable with this suggested retweet. Alaetra had a good thought, suggesting that asking people to tweet their biggest social media challenge and including a conference hashtag would be an acceptable way to do a promotion like this.
Adriana, new Community Manager
We were asked what we thought of a rather salacious written introduction to a new community manager in an unknown form. Most people thought that it was probably not appropriate, but might be fine within the confines of certain communities. Eventually, we learned that the post had come from a community based in Paris, France. We felt that it probably was less offensive in France than it would be here. Rod, Rebecca, and Jessica Murray all felt that it was in the best interest of your on-line reputation (not to mention future employment opportunities) to avoid posting anything that might be considered inappropriate by someone else.
Mobile vs. Desktop
We also had a lively discussion about the virtues (or not) of using Social Media on mobile devices versus the traditional desktop or laptop. While most of us use some form of both mobile and traditional PC or laptop for social media, the survey of our class shows that the preference has shifted to mobile. Only Steve, Carol, and Jessica Murray expressed a strong preference for sticking with traditional PCs, the rest of us lean more to using our mobile phones and tablets. Since 75% of our class preferred mobile, I think this means we’re on the leading edge of the adoption curve since a study from 2012 showed that only 46% of all U.S. users were accessing social media sites on their mobile devices.
This article and our class compared the Superbowl Oreo tweet to a similar State Farm tweet which attracted much less attention. What made the difference in the Oreo tweet going viral? Rebecca, Diane, and Jessica Murray all felt that Oreo’s visual was better. Hannah Warren and Jessica Murray mentioned that Oreo’s brand is just more iconic and well-known that State Farm’s. Michael and Katie just felt that the Oreo tweet had a element of fun that the stodgier State Farm just couldn’t convey. Carol Kelly cited Olivier Blanchard’s blog which mentioned velocity, relevance, wit and execution as the reason for Oreo’s success.
And Finally….A Word About Metrics
Since our Hangout this week included Olivier Blanchard, the author of “Social Media ROI” as our guest, we had several discussions on social media metrics and measurements. Like Blanchard, Ivory Madison, the author of “Why Your Social Media Metrics Are a Waste of Time” felt that many companies waste their time measuring vanity metrics (e.g. likes, followers, etc.) instead of business-oriented metrics (e.g. revenue, sales, customer retention, and growth). Katie Hudson defended the use of “vanity metrics” when used in conjunction with “business metrics”. She felt that the combined set of metrics is a more accurate representation of whether your strategy is working or not.
Since it was valentine’s day this week, we also had a posting with the latest analytics showing that females out-tweeted males 71% to 29% on v-day topics and the number one hashtag used was #love. Who would’ve thought?