Here’s a must-read post from Olivier Blanchard, the featured speaker at the August 18 Buzz2010 breakfast on social media ROI. Have you registered yet? In the post, Olivier talks about the four building blocks of a social media program — development, integration, management, and measurement. He also mentions that these might be four separate roles performed by separate people.
We’ve definitely seen the importance of team work for associations and non-profits who are using social media. And we’ve seen how staff structure and organizational culture can help or hinder a social media program. What happens when some of the building blocks live in a department that has cross-purposes to the rest of the building blocks? What happens when one of the building blocks is missing altogether?
And when it comes to ROI, Olivier makes this point:
“Community managers and customer service representatives probably don’t need to worry about silly things like R.O.I. What they need is an environment that allows them to engage with the public without having to worry about measurement and strategy and integration. Some things just don’t go well together. If everyone can just focus on what they do best, everything will flow much more smoothly. Specialization isn’t a bad thing.”
Lots to think about and learn. Looking forward to having Olivier to ourselves for a few hours–aren’t you?
Did you miss one of the breakfasts? Good thing we did video recordings of all three sessions.
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