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Insight: Improving Social ROI – the power of empowerment

by Randall Craig on April 17, 2015

Filed in: Blog, Growth, Insight, Make It Happen Tipsheet

Tagged as: ,

Too often, organizations see an arithmetic connection between the resources allocated to a task, and the return on investment from it. Chasing the holy grail of social media, engagement, is no different.  Here is the logic:  Twice as many likes, comments, and shares will yield twice as much engagement.  And to generate this twice as much, we need to double the amount of content generated and double the community management effort.  And to really be effective, we should double the ad budget to drive people to the Social venue in the first place.

While Twice as much can generate Twice as much, at what cost?  And are there other, more sustainable ways to generate social buzz and engagement?  Here are three fundamental factors that can:

  1. The power of the internal network:  What strategy and initiatives are in place to empower employees to willingly spread the message and join the external conversation?  The larger your organization – and more passionate your employees – the greater the impact on engagement.
  2. The power of the external network:  What strategy and initiatives are in place to empower members, suppliers,  clients, and other other stakeholders to willingly spread the message and join the conversation?  If you  invest in helping them be more effective using the tools to achieve their objectives, they will be equipped – and more open – to using the tools to help you achieve yours.
  3. The power of marketing automation:  What strategy and initiatives are in place to use your “big data” to improve service quality,  improve responsiveness, and automate your follow-ups.  Marketing automation isn’t just about warming leads, and scaling follow-ups, but it can just as easily drive users to your social media venues.

This week’s action plan:  There’s nothing wrong with investing in more content development and community management.  There is, however, something wrong with doing so without building a stronger, deeper connection with those already in your orbit.  This week, choose to upgrade – or rather empower – either your internal network, external network, or your marketing automation system: start with the strategy, and then execute.

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Randall Craig

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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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