I am a big fan of the book Groundswell and almost all research I can get my hands on concerning social media and how to apply these concepts into companies big and small

Groundswell is a step by step blueprint on how to implement a social media strategy in your organization. The book focuses on social media strategy and reveals why starting with technologies is a mistake

An interesting quote from the presentation that rings true in most situations- companies jump into social media without knowing what they want to get out of it.

Companies know they need to have web sites, blogs, email and be involved in social media. The problem is most organizations try to solve the problem by throwing up sites or technologies rather than addressing what it is they wish to accomplish and the results they are looking for

The presentation mostly followed the book with updated examples. I enjoyed the video from http://bringtheloveback.com/ a video showing how out of touch the advertiser is with the consumer and what the consumer wants to see out of the advertisers he/she deals with

Another excellent set of points from the presentation was how can companies measure ROI from social media campaigns and activities. The concept of Micro Metrics was discussed. Companies can use micro metrics to measure social media campaigns in terms of customer involvement vs. revenue

Sample Micro Metrics can include:

# of customer feedback

# of comments

# of referrals

# of issues addressed

# of implemented ideas

The presentation was a great refresher for the book and I now have a signed copy! Thanks Charlene!

Tags: Groundswell, social media, Tempe Center for the Arts, Southwest Seo