Social Media is currently running free.
One of the issues with social media being a relatively new medium is that it lacks a defined purpose and real backing within organisations. Unless organisations are willing to make a concerted effort to embrace, support and encourage social media use, it will most likely fail or slowly wither away. This stretches to measuring its effectiveness. Unless there is accountability for results, there will be no improvements and no pressure to succeed.
How your organisation portrays itself within social media is an extension of your customer experience. If you are willing to invest in how your call centres and stores are built, then why wouldn’t you invest the same time and money into your social media activities? Amber Naslund at Social Media Today has written a great post surmising why Social Media Needs Accountability. If you aren’t going to fully provide accountability for your social media presence, then you should question whether your efforts are better spent elsewhere.
