Bizandbuzz

Results

This is where we have to admit the situation is still rather messy.
We all love to discuss of magnificent future, when the Web will have completely took over other media or devices put under skin will permit to interact with others, or up to you to define the hyperbole.

But we live today and our customers need results and if we want to gain respect for our industry we must deliver results, tangible results.

At the LeWeb’08 I had the feeling that too many speakers were talking about vision, which is good, but starting without a basement, which is bad.
I love to predict my own vision of the future business but I love to prepare a reasonable background which helps me in measuring results and understanding why something went right or wrong.

In my opinion, corporations should send their own people to attend to events such as LeWeb or Marketing 2.0 or Picnic (for more info about the late event, get in touch with Gianfranco Chicco) not for the sake of it but to prepare them to have a conversation with consultants in Social Web.
They should sent people not to discover classified information but to get literate about Social Web and be in the position to get the best out of it.

Then, the generation of results will be part of a collective effort and the metrics to measure them fair and realistic.
Does it matter how many fans has your Facebook page if they do not interact with you? Is that a fair metric? Not at all, interactions is the fair one and interaction means engagement.

Our industry is still in its infancy, but as we claim that the Web grew up faster than any other media before to get more respect (and higher share of money), so we must consider that it’s time to act as adult even in terms of responsibility for the committed budget.

That’s why when approaching a prospect, showing solid case history (better if proprietary….) to back up your concept is a wise move.

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