Social Media “yeah, we have that covered”

This is commonly heard in our Digital Media practice at CLS Global Solutions. 

The euphemism is a great qualifier because it indicates a level of understanding of the digital marketplace.  Often the comment is followed by an abrupt change of topic due to discomfort. 

We then ask – “What do you measure, how do you measure and in what units” and “what data analysis techniques did you use to substantiate the business case and prioritization?”  “Did your agency or web team ask these questions”?

Then it dawns on them.  These are prudent business questions the company had never considered prior to charging off to chase the online market.  With squirming in front of the execs. 
More feebly this time,  “I think we’ve got that covered.”

“We were told we needed to be X% on Facebook/Twitter. No we don’t have a quantified business case or justification.”  

Sound familiar?  

Social Media is NOT a channel, and goes far beyond Facebook and Twitter. 
There are literally infinite combinations to consider that might fit business objectives more exactly.  Knowing your state of readiness, capabilities, where your target audience is and exactly how to engage with them is critical. This means doing your homework, architecting a plan and implementing precise tactics.  

Success is by design, and market responsiveness comes from a solid architecture.    
Every market entry should have a plan with goals, objectives, and measurable performance.   Perhaps there is simply a lack of understanding of fundamentals, processes and measurements.  Sometimes “coverage” consists of randomly initiated and disconnected approaches resulting in an ineffective online presence borne of online trial by error, ad-hoc efforts, lack of ROI focus and gap in comprehensive oversight.  Many companies start with DIY (Do It Yourself) – and rapidly realize red ink. 

Survey the land, design and build the bridge to suit, THEN cross. 
What would it be worth to KNOW what types of online investments make sense?  Would you like to design in the returns that match corporate objectives or find out by accident that they don’t? 

Knowledgeable executives:
• Know the online world touches every aspect of their company.
• The pace and fluidity of the online marketplace and have done their research.
• Engage expert guidance in order to generate business intelligence and ROI based road mapping.
• Know that “reactive” and “planned” are contradictory.  This is a new paradigm and change is constant. 
• Require that their employees understand every touch point their company has with the digital world.
• Avoid agencies that gloss over metrics and measurements, or fail to demonstrate quantified business cases 
• KNOW how each aspect of their business is perceived online and what daily activities are taking place. 

The decision makers who track their credit score and investment performance to the minute using online resources – fail to understand that this same empowerment exists with regard to how their company interfaces with social media.  We show them HOW at executive and functional levels.  

Have you “got it covered”?
Where does your company fall on this spectrum? 
Are investments made based on business cases supported by factual data, or are they guesswork? 
Why take the risk and waste dollars on trial and error? 

What is covered? How do you know?
• How is the business case and roadmap constructed?  How does this map to objectives?
• What research was conducted? 
• What were the information resources – and where did they get the information from?   How is it validated?
• How did you prioritize and select that investment? What are the competitive factors used?
• How are you measuring ROI? What metrics are being used? How do you know these are the right ones?
• What types of contingency plans and policies are in place?  Are there any gaps or variables? 

Social Media Intelligence
Intelligent Social Media is the Web Strategy practice of factual business case construction, starting with comprehensive benchmark. 

Every activity undertaken on the web can be digitally monitored and measured.  A web strategy recognizes that social media consists of thousands of channels and matrixes that need to be custom fitted to a business objective roadmap and implementation plan.  When executives are provided a web strategy based on a quantified business case, they understand how ROI is derived and measured, they understand the exact state of “social media readiness” and they know the steps and investment necessary to be successful.    

Are you Social Media Intelligent? 

What is your state of Readiness? 
• How are you doing business online right now? Is it producing the measureable results you desire?
• Do you have a plan in place with milestones, roadmap sequencing and coordination across all departments?
• Are there any revenue streams that you haven’t tapped?  How do you validate this today?
• How do you identify, monitor, quantify and manage risks? 
• Do you know exactly what and how your competition is doing?  Why not?
• Do you know where you are vulnerable?  (Your competition may…)
• Do you have appropriate policies and procedures in place across all functions of your organization? 
• Are you aware of every possible touch point your company has and what these represent?   
• Have you conducted an objective audit of activities to validate online assumptions, opportunities and risks? Do you audit expenditures frequently and adjust toward cost effective digital solutions? 

What makes us different?
CLS Global is a professional services firm specializing in digital/web strategies and interim technology leadership.

We always kick off our projects with a benchmarking.  ALWAYS. 

We generate relevant online business intelligence first and then provide our client with a prudent planning and implementation structure based on corporate objectives.  You would question a physician who prescribes a pill without conducting diagnostics, wouldn’t you?

We specialize in several areas of Web Strategy:
• Online Competitive Intelligence
• Online Marketing Audits
• Brand and Reputation Management
• Product and Services development for Internet based companies

Our methodology is proven to:
• Increase revenues and revenue growth streams
• Increase margins
• Decrease costs, misalignments, risk
• Increase brand and brand awareness

Compensation is based on a fee based structure and a % of the increased revenue growth or cost recovery.