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How Is Social Media Changing Your Business?

Thursday was a great day for me as I spent some time at the digiday:SOCIAL conference in New York City. I listened to speaker after speaker and panelist after panelist talk about what companies are doing in social media. And during the breaks, I heard from attendees, too. What came through loud and clear is that social media is changing businesses. It’s not some new thing coming in the future. It’s here now and it’s changing the way we think about our businesses.

I was part of a panel discussion moderated by Stephenie Miller on how to measure social media, which is an interesting topic in itself. Think about what that means, if we need to measure social media–it is obviously going mainstream. When social media was breathtakingly new and leading edge, it was exciting just to talk about anyone able to do anything with it. If we need to measure it now, that must mean a difference in the way business sees it. Social media is no longer the next big thing, it is an important tool in the here and now, which businesses must adapt to their own purposes.
I was also lucky to have a 15-minute speaking slot where I discussed how to create a listening organization. Listening to what’s being said about you in social media is no longer optional, and you must distribute the insights gleaned across your whole organization. That way, those parts of your organization can engage in customer conversations when needed, and can take action on what they learn.
But I missed the highlight of the day. I had to race home to attend a College Fair with my daughter and could not attend the award dinner that evening. Later, I was pleased to learn that my company, Converseon, won the SAMMY award for Best Social Media agency. I can’t take much credit for it, but knowing the people I work with that really did the heavy lifting—it’s well-deserved.
Adding up this whole event, I realized that businesses are changing because of social media. They are measuring it, just like the grown-up marketing tactic that it is. They are transforming their organizations to engage and take action on what is said about them, and social media is important enough for someone to create an award for the agency that does it best.
None of these things were happening even a year ago, so if your businesses is behind on using social media, this might be the time to start.

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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Discussion

  1. Avatar Logo Design

    Measuring social media is nearly impossible it is like trying to measure the value of branding before it is established.

  2. Avatar Business to Business Menu

    Social media has changed the landscape of online business tremendously. Any business that doesn’t incorporate a social media promotion strategy will be left in the dust at this point.

  3. Social media is really the answer to some online marketing problems. That’s why we should take advantage of our social networking site accounts.

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