Defining Success in Social Media

Over time people have communicated with each other in numerous ways: talking, letters, telegrams, phone calls, and more. Within the last couple of decades this communication has expanded widely across the Internet and mobile networks. Many people don't bother with having a landline phone anymore thanks to the advancement of cell phones. Text messages are now one of the most common ways to communicate. One area that continues to grow is social media. Businesses and organizations must embrace these channels of communication to insure a higher level of reach and goal achievement. While the idea of implementing things like Facebook, Twitter, Pinterest, Instagram, Snapchat, and the like into an organization may seem daunting and unnecessary to the old guard, the new guard knows that social media must be embraced. As "new" as they seem, however, social media networks are simply different ways to fulfill old needs.

One of the easiest ways to convince executives that social media can create value within an organization is to define what that value will be. There are many examples in today's business world where social media has had a large, positive effect on a company. I have been researching several recent campaigns to determine my final project in my current graduate class. While I currently don't plan on using this particular campaign for my project, I am very impressed with how Domino's Pizza has effectively used social media, as Evan Schuman explains in this article:

"When the Domino's pizza chain announced on Wednesday (May 20) that it can now take pizza orders via Twitter, it was part of the chain's buy-anywhere-anyhow campaign. The rationale is that customers can stay within whatever media form they are using - social media, mobile, desktop, Apple Watch, etc. - and order a pizza without having to switch media."

This is a great example of social media being applied extremely well within a business. The particular use of Twitter and that company's "follower" rules plays again to Domino's advantage. When someone orders a pizza, it's easier for the customer, and Domino's profits financially while gaining a follower with whom they can share future promotions. Additionally, that follower is likely using his preferred social media channel, so Domino's has a stronger chance of successfully reaching him in the future. That's a fine example to show a hesitant adopter of social media for business purposes.

In order to get others behind the idea of instituting a social media program, they need to be shown that there is a plan for social media, and that plan needs to be measurable. While her support is vital, it is not just a matter of convincing the executive in charge. All departments must be on board. Social media can benefit sales, public relations, marketing, human resources, and so much more. It is an integrated approach that will ultimately improve day-to-day operations.