(Image: In the sandbox by Zesmerelda on Flickr)

I work and play in the same sandbox. At least 30% of our clients follow me on twitter or Facebook.

In the future I wonder if agencies will create a simple list of expectations for clients called, “If you follow us online here’s what to expect…”

Here’s what mine would say:

I will tweet about music, food, revenue generation, fashion and wax poetic hourly
I will post pictures to Facebook that may not interest you, of doors, fire escapes, pigeons and the rain
If you ask me a work question publically (i.e., on twitter), I’m going to call you to answer it, usually, or DM you, but seldom reply publically.
I will not stay “on topic,” in a social network but rather weave in and out of conversations fast and freely
I will help you use whichever social network we’re connected on most effectively – not because I have to but because I love it.

What should clients, or friends in general, expect when you follow them online?  I would love to hear your take.

A friend of mine shared an anecdote on this topic.

“Bob” helped his mother create a Facebook account. Apparently Bob’s mother was only friends with Bob and no one else on Facebook.
Every time he updated his status, Bob’s mom thought he was talking directly to her.
And so, she called him.
Every time.

(Image: sharapova tennis return 0874 by *etoile on Flickr)

The next time you are asked about the ROI of social media, I’d like you to try something. Ask the person asking you that question what type of return is valuable to them. If the “R” they are measuring is revenue, ask what contributes to revenue. Which products are they trying to sell? Who are their sales people calling on? What information would help them better understand the client and the marketplace? Then show how social media can introduce those products to people who care about them, or can start a conversation that engages those people. If sales depends on the perception of the company, or involves knowing information that the competition does not, show how social media can change perceptions and unearth important, actionable insights.

If the person asking you this question does not measure return as revenue, but rather looks at some other metric: placed stories in PR, the ability to recruit talented employees, as a means to retain employees, as a way of engaging existing clients, then demonstrate how social media can achieve these benefits.

The ROI of social media starts by defining return.

After the return is defined, then connect the best social media tools to achieve it.
Here are a few relevant articles on this topic:

How to Measure Social Media ROI for Business

What is the ROI for Social Media

Social Media ROI—What’s the ‘Return on Ignoring’?

Leading digital agency Wunderman, owned by WPP, is using Twitter to recruit talent.
Check out their dedicated recruiting twitter account WundermanTalent.
If you’re a creative digital agency, the talent is on twitter.
Hat tip =)

CambridgeSide Galleria, my local mall, has a cool Facebook marketing strategy.
They are donating $1 to charity for each person who becomes a fan of their Facebook page.
It’s a great idea on many levels: It’s simple, relevant to their audience, benefits charity and helps grow a way to reach shoppers.

(Image: The Belle of the Ball, Secret Garden After Party Dance, when the Inn is Asleep by Wonderlane on Flickr)

We’re working with a few clients to build LinkedIn groups for their brand.
Before inviting others to join the group, we are starting an interesting conversation with just a few highly engaged members.
The reason behind this is simple and applies offline as well.

If you show up to a party with no people, food or music, then you’ll leave a few minutes later.
I think the same applies online.

If you’re invited to a forum and there’s no conversation, pictures or articles posted, you’ll leave.
Why would you invest time into a community like this? What’s your incentive to contribute?
If you’re building a community for your brand, start the conversation first with a few trusted advocates.

Get the party going and turn the music on.
Then, invite others to dance with you.