The following is a guest post from David Nour, managing partner of The Nour Group, Inc., author of the forthcoming Return on Impact—Leadership Strategies for the Age of Connected Relationships (ASAE, 2012), and general-session speaker at ASAE's 2011 Technology Conference & Expo.
Does your association leadership get the bigger sense of social? Not just social networking or media—"doing" social such as LinkedIn, Facebook, Twitter, or YouTube—but becoming a social organization?
There is a Persian story that goes something like this: A group of villagers is weaving a basket together. A wise man walks by and asks them what they are doing. The first says, "I am pushing one straw against another." The second says, "I am making a basket." The third answers, "I'm helping a man carry food to feed his family."
Though they were all three working on the same project, they each saw their jobs very differently. How do your staff, members, or volunteer leaders see their role in social? Is it as the same mundane pushing of one woven strip against another, or do they see a little bigger than that—which is the basket itself—or do they see a purpose for why they are doing what they are doing?
The difference is that the last villager was engaged. Social analytics allow astute organizations to listen more intently to capture and share amazing stories of those who are engaged in the mission of the organization and the impact they create daily.
According to Forrester Research, every year more than 500 billion consumer opinions are shared online. The secret of monetizing these highly connected relationships for any organization is finding the right individuals and engaging them to talk about the right things in the right places. Those opinions, often internalized through stories, are affecting talent acquisition, revenue growth, and emotional loyalty and are making the advocates who write them highly influential, since they have the ability to shape thoughts, perceptions, and behaviors.
If a brand can be defined as a vision delivered, social analytics is the barometer of how well that vision is, in fact, being delivered, implemented, and applied to solving business challenges or taking advantage of market opportunities.
Metrics should measure against agreed-upon objectives and values and help to correct your course along the way--more like a dial you turn up or down than a switch you turn on or off. Here is the problem: The overemphasis on social media tools—propagated by a cottage industry of vendors and platforms, once-a-week conferences, and fly-by-night consultants and their glorified blogs—is the tail wagging the dog. Too often organizations allow the tools to dictate rather than define what to measure.
So how does an organization tell more compelling and interesting stories from its social-analytics capabilities?
Social analytics should help organizations begin to humanize business operations and tear down silos between internal teams. By designing and implementing listening platforms, the organization can uncover insights and create more meaningful and influential relationships. The narrative from online interactions fuels connected relationships. Great storytelling by organizations about the benefits they've been able to create for a broad range of stakeholders—from highly empowered employees to engaged members and loyal customers, to supportive investors and media advocates—consistently sets them apart.
Word of mouth is the gift that keeps on giving and when it comes to connected relationships; advocates attract and influence other advocates. Beyond promoting products or services, conversations between individuals about an organization can be incredibly insightful, but only if the organization is savvy enough to listen and not interrupt, interject, defend, position, or posture. You must simply listen, learn, and translate experiences into compelling narratives. Connected people who become advocates talk about the organization, even when the organization isn't listening. Connected relationships are trusted amongst their peers and within their microcommunities, as they aid and influence others down their individual decision journeys. Although the reach of one connected relationship may be minimal, as an aggregate, the total reach can have a strong business impact on any organization.
Social analytics can help an organization emphasize authenticity. In our current low-trust environment, true passion is contagious and genuine connections create influential cause and effect. Results of generosity are not just communicated; with social analytics, they're amplified.