Which Social Media Sites Are Worth Your Time?
By Josiah MacKenzie Vice President , ReviewPro | July 06, 2010
I could just give you a big list of sites you should be involved in - but that's too simplistic. Instead, we must approach social media with the end goal in mind.
Decide on objectives, and from there, pick tactics. Social media works best when it is closely aligned to the culture and values of an organization.
There's no use forcing social media culture on a hotel where the guests will not embrace it. Social media should be a service, so selecting platforms to participate in must involve thinking through how your social media activity will provide better service.
Return on Objectives is the new Return on Investment
Because new media marketing channels differ so much, it is nearly impossible to do an apples-to-apples comparison on effectiveness. At best, we create a different set of success measurements for each platform. That's fine, but it makes high-level marketing strategy decisions harder. What services and websites are worth investing time and money? To assist you with these decisions, I encourage you to evaluate Return On Objectives (ROO) instead of Return on Investment (ROI). For example, if service is a top strategic focus for you, it is possible to quickly compare the diverse range of social networks – and see which ones are allowing you to serve guests the best.
What social media objectives are you measuring for?