If you are starting a business or a new initiative in an existing business the ultimate measure of any effort or investment is the result. However, if you chase results you can rest assured that whatever you gain will be short lived. Also if you don’t wait for your efforts to pay off you may cut short the results you were about to reap.
As businesses enter the social media space they become more focused on the cost and results than gaining an understanding of the process required to consistently produce the results. Results are produced as a result of the quality of the interrelated processes and thinking that designs and manages those processes. Get it?
When management isn’t happy with their results they end up tampering with the system that produces the results. Our results aren’t good so change something! Tampering without knowledge means your disturbing the natural order of things and subsequently you are likely to hurt the results.
When Can I See Results?
Old school thinking is impatient with new ideas, new methods and especially when some of these things seem intangible. When told not to “use push marketing” on the back of social media they in fact indeed push their messages, their offerings to the audience. Unsatisfied with the results they discount the power of social media done right and continue to “tamper” with the process, the conversations and their own reputation with an audience.
Management is used to a world demanding monthly and quarterly results and unless they deliver they worry about their own future. Social media takes time and talent to understand how to use it effectively. In the old school talent was a measure of how well you can tamper with the results to meet short term objectives. Have you noticed where the industries of the past are at in terms of results?
In the new school results are built fr0m having the right conversations with the right people (market). Results are more influenced by how well you communicate in human rather than institutional terms. Results are gained first by giving your market of relationships “free value” threaded into the market of conversations. Do it right and the market will respond ten fold. Do it wrong and you’ll loose your market. Just consider the last time you tampered with results and tried to force or control a conversation. What results did you get? Get it?
You want results? Then simply do the right things and do them right. By the way that requires you to think in human terms rather than marketing and advertising terms. Our thinking is influenced by 40, 30, 20, ten or less years of producing the same old result. You can’t force conversational currency all you can do is nurture it. A change in thinking is first required before you can change a result. That may take some time.
What say you?