One of the biggest frustrations running a Social Business Agency, is the obsession with the wrong numbers. We see it all the time.
We see our competitors talking about building a Twitter following. We hear our prospects talking about getting more Facebook Likes.
But if we play all of that out to the end, what does that really get you?
But Jeff, what are the right numbers?
The right numbers are the number of leads, how many sales closed this month, how much money was saved by avoiding costly litigation by having the right policies and procedures in place. Those are numbers that matter.
What gets lost in the talk about engagement metrics and network size, is the business value.
Do you want a bigger network? Of course. But more importantly, you want the right network. It’s about having a content strategy that speaks to the right people, and gives them the right incentive to take action.
If your agency isn’t talking about things like this, you need a new agency.
How to change course?
Step 1 is to determine what it is you really want. Determine the business value you are trying to create. A Facebook Like has no business value until it has brought you something.
Step 2 is to build a plan to get there.
Step 3 is to aggressively execute that plan, while staying open, flexible and nimble to make changes and course corrections as needed.
What do you think? Are we preaching to the choir or do you think we’re missing something? Leave a comment below.