Metrics that Matter: How Social Media Can Help Drive Results
The first of the six-part Social Media Web Seminar series took place this past Tuesday, and attendees were treated to a wealth of information on not only social media tactics, but also why metrics and accountability are more important than ever before in economic development.
Ben Wright, CEO of Atlas Advertising, kicked off the webinar with an in-depth look at why metrics matter, and the metrics that matter most. Ben described the significance of High Performance Economic Development, the first ever measurement of outcomes for economic development, and how metrics need to drive your strategic marketing planning.
“You need to base your marketing strategy and planning on actual outcomes, and not just activities,” said Wright.
So what are the most important outcomes to focus on?
We know that awareness is the engine driving the machine. The question then becomes: how does an EDO generate more awareness to drive more conversations, jobs and capital investment?
The perfect segue to Sara Dunnigan’s portion of the presentation: How to Use Social Media to Drive/Start Conversations with Companies. Sara, who is an Economic Transformation Strategist for Chmura Ecnomics, explained that social media is not just simply starting a Facebook or Twitter account and checking it every day. It’s being actively engaged and building a social media strategy around your overall organizational strategy.
Social media should:
Sara took the group step-by-step through several social media platforms (LinkedIn, Twitter and Facebook) and described why – and maybe why not – each tool might work toward your overall organizational goals and delivering measurable results.
If you were not able to attend the first seminar, or want to revisit the material, download the presentation here. And to sign up for the next social media webinar – Supercharging Business Retention and Expansion with Social Media -- as well as the rest of the series, you can do so by clicking the link below.