More Social Media jobs out there than people.
Brands are using monitoring tools such as Radian6 to identify what people are saying about their brand.
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Metrics used to evaluate success in corporate social media might include: number of Tweets; number of re-Tweets (a Twitter message that's resent by a follower); instances of "customer recovery," in which an irate civilian is successfully mollified; an increase in the number of Facebook fans or Twitter followers; and the number of photos of your product that have been posted online. "We look for opportunities to take our fans and give them more reasons to share their fandom and express their love for the brand," says Rick Wion, the director of social media for McDonald's (MCD). Wion says he is currently crafting a measurement scale that would compare his metrics to the company's traditional media efforts.
Because most of the tools of the profession are free, the new class of social media managers can find themselves stuck with meager operational budgets. One solution is to team up with flush neighbors in the marketing department to create campaigns aimed at converting relevant social media "influencers" (anyone with a bunch of followers anywhere online) into "brand ambassadors" through the strategic deployment of free stuff.
Earlier this summer, for instance, Princess Cruises hosted roughly a dozen Twitter-loving travel hobbyists on an 11-day "cruisetour" through Alaska. It's hard to put a value on the results; Rick Griffin, owner of a site called The Midlife Road Trip Show, tweeted to his 20,000-plus followers: "My 'boat ride' was incredible!! Had the time of my life and I gained about 12 pounds :)."
Similarly, Ford Motor (F) last year handed over advance models of the Ford Fiesta to a hundred social-media-savvy "agents." In a press release, Ford described the agents as "witty, irreverent, and adventurous" enthusiasts who were "socially outgoing, and more than happy to share their opinions" with fellow "Millennials, the next-generation consumer group born between 1979 and 1995." Recently the company announced that if it can get 30,000 people to "like" the Explorer on Facebook, it will give away a 2011 model.
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