Creating Social Media Value: Intro

by Jay Deragon on 12/15/2009

The value of using social media for business purposes is a never ending pursuit of old markets trying to adjust to a new market.

Time will change the value because technology is advancing and then changing how social technology is being used. Given the dynamics of change many people and organizations wonder how to create value today that last tomorrow.

The “Parts” of Value Creation

In an earlier post we discussedWhich Part of Social Media Sells?and we shared our thoughts on the different parts of social media. Once you decide to use social technology, for whatever purpose, the processes required include:

  1. Administration & Management of personal and organizational presence on the web.
  2. Listening and Learning what your markets needs, wants, desires and intentions are.
  3. Thinking and Planning what you should do to create value for the market you aim to serve.
  4. Engaging and Measuring whether you are effectively and efficiently exceeding your markets expectations for value.

The return on investment of time and cost related to the four processes above is directly reflected by the quality of the decisions required in each  process. In order to maximize the return on investment each process needs to be maximized to its fullest potential.

Which Part Creates the Most Value?

Creating Social Media ValueEach process within the system of social media adds value.

The first value is making yourself available to the market where the market is. Initially this is an administrative and technological task for increasing your presence throughout the web.

The second value creation is by listening and learning how your market behaves and what influences the behavior. First you have to understand before you can be understood.

The third process is where the most sustainable value is  created over and over. Thinking about  your market’s intent and exceeding the expectations is how you can create sustainable value for the market.

If your intent exceeds the markets expectations then you will know based on what, where, when, how, who and why the market responds to you.

Markets shift and technology is changing the way markets interact. Subsequently your “system of engagement” must change based on how the market operates and responds. This requires a never-ending fluid exchange of information and knowledge shared between each  process illustrated.

Social media isn’t what creates ROI rather a return on anything in life reflects the quality of our thinking. A wise man once said “as a man thinketh so is he”. As more and more markets migrate to use of social media what, where, when,why, who and how you use it is transparent to the marketplace.  That means your actions, or lack thereof, and your intentions are seen by everyone. The only thing that can improve your actions is your thinking.

New knowledge helps change how and what we think. What are your thoughts?

This post is an introduction to a series titled “Creating Social Media Value” which will run over the next thirty days.  We will dive into the elements of each process within the “system of social media“. Stay tuned.


Online Affairs March 24, 2010 at 5:40 pm

Creating #SocialMedia Value: Intro

MediaCluster GmbH December 20, 2009 at 5:02 pm

Creating #SocialMedia Value: Intro –

Mitch aka Misupilami December 20, 2009 at 5:02 pm

Creating #SocialMedia Value: Intro –

markdevisser December 18, 2009 at 3:53 pm

6-Part series about business use of social media, that says absolutely nothing: This industry is hitting mainstream.

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Creating Social Media Value: Intro | The Relationship Economy……

Arnell December 15, 2009 at 5:48 pm

Creating Social Media Value: Intro | The Relationship Economy……

card4net December 15, 2009 at 4:21 pm

Creating Social Media Value: Intro | The Relationship Economy……

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Creating Social Media Value: Intro | The Relationship Economy……

Harish Kotadia December 15, 2009 at 2:26 pm

Creating Social Media Value: Intro #sCRM #PR #CMO #SM

Business 3.0 Tech. December 15, 2009 at 1:07 pm

Creating Social Media Value: Intro | The Relationship Economy……

Thierry de Baillon December 15, 2009 at 12:48 pm

Great post Jay,
but is creating value “in the box” still relevant, as companies must more and more act in relation to their ecosystem?
I merely see Sharing as a catalyst act which triggers creation. More and more innovation comes from co-creation, and “creating value” cannot be a push process anymore. I would feel more comfortable with a sharing step between listening and creating.
My best.
.-= Thierry de Baillon´s last blog ..Knowledge, From Productivity Source to Critical Component =-.

Suzanne Arthur December 15, 2009 at 9:19 am

I really appreciate the ‘Big Picture’ you explain and the flow-chart of our actions. The diagrams in this post are very helpful. Thanks!

Our efforts can get undermined and fragmented unless we have a sense of where we’re going and where we came from. Developing systems that work is one of my main goals as an online entrepreneur.

Thanks for sharing your wisdom.
.-= Suzanne Arthur´s last blog ..Do you make this marketing mistake? =-.

Jolt Social Media December 15, 2009 at 6:42 am

Creating Social Media Value: Intro

kelvin lee December 15, 2009 at 6:28 am

Creating Social Media Value: Intro

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