This week I overheard a major social media competitor tell a prospective client: “…well, you can’t really measure social media commercially can you? It’s like gravity, you know it’s there even though you can’t see it, so you just have to keep working on it, right?”
I hit the proverbial roof…
Firstly Einstein, (not his real name), you can most definitely measure gravity. And you can also measure the commercial value of social media too, if you engaged a brain cell or two.
Within the context of my obvious agitation with this and the sector in general, I wanted to share how we tackle this in the hope that, in some small way, we can start engaging in social media with a structure and level of respect that it deserves.
What follows therefore is a four step process to build a commercial model for social media engagement, part of a much broader internal framework, but I hope still useful to many of you.