I gave a presentation last week to an audience of event managers on “How to Optimise Events for Social Media“. It was a lot of fun and, along the way, I quoted from a report by German events company, Amiando, which listed all the reasons event managers give for not using social media more in their activities (see above).
To be honest it was a pretty sorry list of excuses – including several of the staple responses I get from new clients when we first start discussing their social media ambitions: lack of time, lack of resource, lack of staff, lack of budget… Essentially, there’s a distinct and pervasive “lacking” of everything – including, often, common sense and ambition.
To my mind this is a ridiculous and false position. There can really only ever be ONE valid reason for not knowing whether to drive your social media marketing efforts forward – and that is: a lack of monitoring.
Think about it. If you are able to monitor and measure your social media activities, you will know one of two things, either:
(a) your social media activities aren’t working – in which case you should change what you’re doing (i.e. test) or stop what you’re doing; or
(b) your social media activities are working – in which case it should be easy to make the business case for investing more time, effort, staff, money and resources into them.
Put simply, if you’re complaining about a lack of time and resources for social, you haven’t answered the only question that matters: is it worth doing?