“Why do you have a social
media campaign?”
Behavior, Learning and Reaction
Next, working backwards from business impact
through the levels of evaluation, consider what
behaviors would indicate that you are moving
towards your business impact objective. At this
level, we are looking for behaviors that relate to the
business impact objective.
From behavior, take the chain of impact one step
further, and consider what do followers need to
learn in order to apply or implement the desired
action or change in behavior you are seeking.
Finally, what type of reaction do you want to create
with your followers? For example, a humanitarian
organization seeking to raise funds through social
media may create outrage or compassion about the
problem they are working to resolve, in an effort to
inspire action, which will eventually lead to raising
funds for their organization.
Chain of Impact Example
To illustrate an example of how the chain of impact
might work for a coaching organization, imagine
a coaching organization is using social media as
a cost effective way to enroll participants in their
programs. The overall business impact objective is
revenue from registrations through social media.
From there, we build the chain of impact. For
example, followers who click on links to request
more information about an upcoming event,
are taking action (Level 3) towards a
business impact goal of revenue (Level
4) from registrations. Not everyone
who clicks on an event link will register,
but clicks on event links indicate
that followers have learned (Level 2)
enough about your offer that they want to take
action (Level 3). Only when they have registered
and paid, have they moved to Business Impact
(Level 4). Reaction (Level 1) to your event may be
measured through likes, comments or re-tweets
and shares.
While this example does not reflect the creativity
and fun reflected in our experience of social media,
it does represent the practical business reasons
and application for developing a social media
campaign. After you’ve determined what you
are hoping to accomplish with your social media
campaign and what you will measure, then you can
add your own creativity.
One Next Step You Can Take
Measuring the ROI of any project requires effort and
in some cases it may not be worthwhile to measure
the ROI of some programs. In the end, you may
decide your main objective for your social media
campaign is simply to be available. Like having a
telephone number, an email address, a business
card, or a website, you may decide the primary
objective of your social media campaign, is simply
to be… present.
But, if you do nothing else, at least clarify the overall
purpose of intent of your social media campaign
and align your investment of time accordingly.
Lisa Ann Edwards, M.S., ACC, is a partner of Bloom Coaching Institute (BloomCoachingInstitute.com), an organization
that advances coaching effectiveness through research, tools, training and consultation on ROI of Coaching. Lisa’s coaching work has
demonstrated as much as a 251 percent return-on-investment and has been shown to lift employee engagement nearly 20 percent.
As head of Talent Management for Corbis, a Bill Gates’ privately owned global media company, Lisa was responsible for designing
and implementing effective talent development solutions such as leadership development and coaching programs to ensure talent
engagement, improve talent retention and serve to feed the talent pipeline. Lisa is a frequent contributing author to trade publications
and has authored or contributed to several books, including “Measuring the Success of Coaching: A Step-by-Step Guide to Measuring
Impact” and “Calculating ROI” (ASTD Press, 2012).
Coaching World |
February 2013
17