Every company, every marketer often dwells on the ROI for social media, and there’s a popular misconception that relevant metrics are lacking. While it’s true that standard metrics are evolving, there are many ways to measure the impact of social media on a company’s marketing performance.

When looking at the value of social media tools like Twitter, we need to realize the real value isn’t the tool itself; it is the information the tool has to offer.

Step one: Before you start, establish clear business objectives and metrics.

What surprises me is how many blogs and podcasts or even Facebook groups and Twitter sites are started as an executive pet project. That may relieve some pressure to demonstrate ROI, but as a marketer responsible for social media initiatives, you should never move off the starting mark without clear and measureable business goals.

For Maples Communications, it is an honor to be called a wingman. We want to “check your six”-the six o’clock position where the jet is most vulnerable, the pilot’s blind spot.

A few days ago, a friend sent me the “Social Media Revolution” link from YouTube knowing that I believe the traditional media model for companies to communicate to customers is broken.    We are in the middle of a revolution.  The tools may change over time, but social media is here to stay.   
You and I both [...]

Here are three more guidelines on keeping things simple when dealing with social media.

Social media presents a conundrum for many companies for one simple reason: you can’t buy it.

The bottom line for a business engaging in social media is to give their audience/customers/fans, etc. what they want.

There’s a simple social media rule I’d like to get across today: Before starting any social media program, make sure that your customers have not already assembled themselves on sites such as Facebook, Twitter, LinkedIn, etc. in support of your brand. If they have, DROP every thing else you are doing and go talk to them.

Like a lot of health-conscious consumers, I’ve long been a fan of the organic superstore Whole Foods Market. And now, with the proliferation of social media in today’s cyber-connected world, I have another reason to admire Whole Foods: their social media strategy!