So about this time last year I created a list of five social media wishes for Social Media over the coming 12 months, as the year now draws to a close I thought I should review them and make some new ones.
The 2009 ones were mainly:
1) That I never have to sit through a presentation on digital that uses Kryptonite, Dell Hell or Wal-Mart as a proof point on how iccky the web can be, surely we dig up examples that are slightly newer?*
3) To see some case studies with actual ROI attached to them. Thus far I think I’ve seen two – Dell claiming a $1 million in sales via Twitter and HP’s month of the Dragon blogger outreach. I know that digital engagement is more valuable than attributing figures to it might suggest but as the credit crunches, clients are increasingly to demand that we show them the money
4) That we stop over hyping what social media actually is, as John Jantsch says “Social media is a tool, not a religion‘
5) To see digital become an integrated part of what a PR person does, not an activity that is punted out to a separate silo of experts. Making everyone tick off the list of 51 things every PR person should know would be a bloody good start.
I did fairly well on number one, but then again I didn’t attend that many presentations but I know people that did and despaired that the same old clichés were still being trotted out. I even create an eponymous law about it.
The meme involved in two moved on, people stopped declaring things dead and instead started fighting about which discipline should own social media, there was a nice debate held by NMK in April about online versus traditional PR which came out of a twitter discussion, Drew has a very nice summary of it over here.
On to three, there is a still a lack of hard numbers attached to social media case studies. I know it’s a hangover from PR being difficult to measure but we really do need to address this if social media is ever to gain credibility. Personally I’ve been pushing this slide deck to everyone who mentions ROI as I think it’s a damn good starting point.
I do think that we have stopped over hyping what social media can achieve, and we’re also coming to a realisation about just how incredibly useful it can in certain situations, the recent Eurostar snafu being a good example of what a can be achieved on the fly. How much improved the outcome might have been if there was already decent monitoring and a response policy in place can only be guessed at.
Finally, integration of digital into the remit of the normal PR person’s bag of tricks. From a personal perspective it’s happening at PN Towers but this year has seen other agencies spin out dedicated digital shops so perhaps there is still some way to go on this front.
As for my Social Media wishes for 2010, that will be another post in the next couple of weeks.
If any one is interested in my personal resolutions they mainly involve this , more of this and this , hopefully doing this in the summer and this in the autumn, and the odd bit of this on grass as well as on sand. Oh and blogging more, mebbe. And world domination.Natch.
Have a happy Christmas people!