Book Review: Social Media ROI
by Olivier Blanchard
Thankfully, the debate about whether or not social media is a “fad” is fading away, so now we can really focus on how social media is changing the way we work in organizations, and that is precisely what this book is all about. It doesn’t dig deeply into the ROI conversation until page 200, which I think is a good thing. Understanding the calculations of ROI must be preceded by a better understanding of how social media fits into the overall business. Olivier does a great job of clarifying that in the first 200 pages.
I love the book because it’s simultaneously great for two different audiences. If you’re a business leader who’s NOT on the social media side, it’s great for understanding how social media can actually help grow the business and (more importantly) how you’ll need to shift some management practices to really take advantage of that. And if you ARE in the social media camp, this book is great for waking you up to the fact that businesses focus on, well, business and, if you want to be successful, you’ll have to translate the deep value of social media into those terms.
As Olivier points out in the book, we can’t have this be a “fight” to become a social business any more. I think the companies that fight about it are going to fall behind. If you want to stay ahead, then get the book and start making the changes to become a social business now.