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What kind of resistance are you facing when evolving into a social business?
What are some issues and resistance that your business has had to face when transitioning into a social business? What are some ways that you overcame those issues?
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ROI has go to be the biggest hurdle when entering into a social media platform. Social Media is also very hard to measure, a lot of the discussions etc that may revolve around your business are not necessarily going to convert via a click.
My solution has been to track, tag and monitor wherever possible. If you're a retailer make sure you have the ecommerce feature enabled if you use Google Analytics. Then use the UTM tracking variables wherever possible to make sure you can tie clicks, leads and sales to particular social media campaigns. Keep track of your fan/follower numbers and record success figures after running campaigns. THEN you will be able to demonstrate ROI at least on a portion of your social media efforts.
Take a look at my post re tracking: http://www.beamondcreative.com/2010/06/do-you-utm-google-utm-tracking-explained/
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