Social Media Delineates The Boomers
The Social Media revolution means many things to many people. Age demographics, consisting of the alphabet soup of Gen X, Y, Z, reported that “Digital is in Their DNA” delineates a clear contrast to, let’s say, the Baby Boomers.
In particular, those Baby Boomer executive leaders and specifically the CEOs are reluctant to jump on board this social or digital media thing. They were not born with a silicon chip in their DNA. They are reluctantly on Facebook and are perhaps only there to see pictures of their grandkids. To share a location, post a picture, or check-in for a badge is alien.
Fundamentally, they care about ROI. Many are challenged to see how the “noise on Twitter” and the “likes on Facebook” drive sales.
It’s hard to break this to them, but boards will be less likely to hire you if you’re not becoming a social CEO. A digital reputation will speak louder in credentials and is easy to find and track. Certainly, many CEOs are still taking baby steps.
Let’s Talk Good Old Fashion ROI
When you get that blank stare from your CEO after chattering excitedly about the social media revolution, know he’s running the “show me the money” dialogue in his head.
Smart CFO’s will need to support their executive teams. The CIO also plays a large role by accepting social and finding ways to enable the organization across all levels.
How to get that CEO on board?
Talk numbers. Talk in terms of increasing sales. Convert the Baby Boomer language of “Return on Investment” into real numbers. This will make sense to the older generation feeling lost in that elusive cyberspace.
Start Right Here
Positive ROI models will get your CEO’s attention.
First, take a good look at your current social footprint. As for the software development process, it’s important to start with a Baseline Report that assesses the current social landscape. Please write it down. Twitter has 5,000 followers. Facebook likes are at 10,000. Blog comments at 25. Website traffic at 100,000. Backlinks are at 25. Note where you are on SERPs (Search Engine Result Pages). Leave no online stone unturned.
Second, set objectives. Be very clear regarding what needs to be accomplished. Increase brand recognition. Improve customer communication and satisfaction. Build a community or something as granular as improving Twitter, Facebook, LinkedIn, and Pinterest.
The ultimate objective is to discern the social media campaigns that lead to positive ROI. A positive ROI occurs when a prospect is converted to a customer.
The objective of some campaigns is to drive immediate sales. Another objective could be directed towards driving future sales. The key is to engage across a multitude of channels in ways that support your brand.
The Baby Boomer CEO likes to think that the corporate “value proposition” was designed to solve “customer pain-points.” Getting the message out has typically been done via traditional media like radio, print, and cable TV.
That dinosaur needs to move!
Today’s social marketer is integrating digital media with traditional media. Augmented reality is here.
But it’s best to keep that mum for now. Let’s stick with ROI. Remember, baby steps for our Baby Boomer.
Next – How To Calculate Social ROI
