Everywhere I go, one of the biggest laments I hear from marketing executives, corporate communications professionals, and PR agency practitioners — across the board — is the constant struggle to convince senior executives of the value and benefit of strategic (and this is the key word...as opposed to ad hoc) social media programs. We all say it's necessary, but they say it's not...or it's a waste of resources...or our time is better spent elsewhere. In other words, as with any other program or function, a strong business case must be made for social media, and that can be a difficult proposition, even for the most experienced counselor. Truthfully, as the space matures, and as more results by small and large companies alike are generated, this case becomes easier to make.
Without question, much has been written on this exact topic, and I won't rehash those commentaries here in this forum. However, I would like to point to one of the best articles I've seen on this issue because it concisely summarizes all of the key points, and the counterarguments that we, as communications advisors, should make. Check out the following Social Media Today blog post, entitled "Making The Business Case For Social Media," for these insightful perspectives.
Remember, when making the case, you will need to reference concrete metrics, solid research, and compelling case studies to bolster your argument. Social media, as a tactic, will not resolve all of a company's communications challenges, but it can create many inroads for more effectively engaging and interacting with core target audiences.
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