On Tuesday, May 12 in Boston, 150 practitioners and vendors came together to discuss social media marketing and specifically the tools we all use in our day-to-day work lives.
Companies such as Schneider Electric, AT&T Mobility and agencies discussed frustrations of today’s social marketing realities and swapped stories and tools to enable us all to do our jobs better.
The one-day event was hosted by Neal Schaffer, a friend of Sysomos and a known social media consultant and influencer. The day was a fantastic balance of keynotes, informative panels and smaller group discussions.
Here are three things we learned while attending the Summit:
Too many companies aren’t measuring and re-evaluating their efforts enough
A recurring theme throughout the day is that there’s not enough re-thinking and fresh thought in social activations, both in person and online. Sure we have measurement tools and ways to quantify whether our efforts are paying off, but it’s apparent that many marketing departments are simply re-using the same methods and not critically asking questions to reshape and refine social-led projects and efforts.
The main reason is that marketing folks aren’t talking to one another enough. To me this shows that more conferences and summits such as Social Tools Summit are needed. It’s fantastic to have face to face time with other marketing executives and leaders to swap stories, share learnings and help one another perfect our crafts.
Practical advice is just as important as overarching theories
The organizers of Social Tools Summit had the presenting table set up in an innovative way. At the center was the moderator or key speaker and to his/her left was a panel of VP and C-level executives presenting ideas. To the right of the speaker was a panel of 4 “Trenders”, these were younger practitioners who are on the front lines of social media projects and efforts.
It was refreshing to be able to hear a theory from a senior level person followed by a practical example or tale from the front line. This presentation style was refreshing and very informative.
Measurement is one thing – intelligence is another
At the end of most campaigns, social metrics are gathered along with talking points and other learnings from the project. But too often, social intelligence isn’t applied. As social leaders and communicators, we need to apply a “would we do this again” question to each project to evaluate future efforts. Let’s stop reporting numbers and paint our reports with added context and relevancy back to our core missions. If we’re not doing this, we’re missing the whole point!
To Neal and the entire team who put on Social Tools Summit, thank you. It was announced that a second Summit would take place this coming Fall in San Francisco. So if you missed out on the Boston event, be sure to catch it on the West Coast this autumn