MOM Proves Value of Social Media

I think it’s safe to say that social media has taken the world by storm. It even plays a large role in the business sector. There is however one problem that businesses have with social media: they want quantifiable results. Many businesses mistakenly believe that their social campaigns are not working if they cannot see growth in dollars.

According to Tarla Cummings of Location3 Media, the amount of money generated from a social media campaign does not indicate the overall value of the campaign. The true value is seen over time and is in the reputation of a brand. Tarla recommends using the MOM acronym approach for social efforts: Monitoring, Outreach, and Measurement.

Monitoring is primarily about listening to what’s being said about your brand on blogs, forums, or social networks. As you listen, also understand and apply what people say.

The outreach step involves identifying positive and negative influencers and reaching out to both of them. Negativity can hurt a brand, so reach out and try to change the negative experience into a positive one. Reach out also to the positive influencers to encourage them to do more.

Measurement is the last step and, as evidenced above, is the hardest for most. The truth is, it shouldn’t be as difficult as everyone makes it out to be. There is value in social media, but it comes in many different forms. Businesses simply need to determine what their social media goals are and work toward them instead of focusing solely on a monetary result.

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