Comments on Experience: The Blog: Risk Avoidance and the ROI of Social Media, Insura...

It was fantastic post i would definitely share wit...

2010-01-29T03:20:22.209-06:00

It was fantastic post i would definitely share with my other friends,because there is lot of buzz about Social Media ROI, and since the topic is complex, there will continue to be buzz about it for years to come. Brands want to know that Social Media works, what works, and how to invest their money.

hanks for the refreshing point of view. You are ab...

2010-01-29T00:37:27.412-06:00

hanks for the refreshing point of view. You are absolutely right in that it is impossible to calculate the costs of not engaging. Your example of the airline incident will hopefully illuminate the benefits of listening and participating in the conversation for those who are still unsure of how social media can be useful. The addition of real-time search only underscores this importance. A tweet can now pick up additional steam quickly from search queries in addition to being spread via traditional methods on Twitter. Just for giggles, I decided to Google United Airlines, and sure enough on the first page is a Tweet from someone I follow referencing the guitar fiasco. Interestingly, this tweet was sent in July 2009, and is still showing up on page 1.

The critical point is that brands must have an established social media presence BEFORE a crisis happens in order to mitigate the negative ramifications by engaging with the existing community. Just as you can't rewind and buy a new tire when you're on the side of the road with a blowout, you can't go back in time and establish credibility with the community in the middle of a PR crisis.

On ROI, it's not just the near future that matters...

2010-01-27T08:20:54.606-06:00

On ROI, it's not just the near future that matters, but it's the long-term impact as well. To take your life insurance analogy further, you're spending now, yes, but it's an investment in a future payout that is worth it to you (in a whole life scenario). With social media, you may spend years laying solid groundwork for a long-term success story.

I love the fact that you are encouraging people to...

2010-01-26T09:05:38.190-06:00

I love the fact that you are encouraging people to keep a close eye on ROI of everything. It is always amazing to me that people will just invest and never look back to see if they are getting good return. I love the line reminding people that ROI is not going to be exact, but can be estimated closely.