Social Media for Partners: For and Against

The words social media have managed to insinuate themselves into the business vernacular with alacrity. But less rapid has been the ability of businesses to understand what they need to do about it. In this CRN head-to-head, Australian tech industry experts Tony Gattari, from the Achievers Group, and Moheb Moses from Channel Dynamics, offer different opinions on social media’s role in the business world.

For Gattari, former Harvey Norman tech boss, there’s no clear path for success via social media. He says many companies are wise to avoid investing in it altogether for risk of achieving poor ROI. For Moses, co-founder of Channel Dynamics and respected partner consultant, social media offers a world of opportunity for all, especially when considered with its broadest definition, encompassing the evolving forms of blogging, podcasts, wiki, picture sharing and crowdsourcing.

Channel head to head: social media

The words social media have managed to insinuate themselves into the business vernacular with alacrity. But less rapid has been the ability of businesses to understand what they need to do about it.

Sure, the subscriber numbers are impressive. If Facebook were a country it would be the third largest. But the other less palatable numbers about Facebook concern the disappointing results of its IPO.

Rarely has such a large and high profile public listing gone so badly. Of course this is largely to do with concerns about Facebook’s ability to sell advertising and whether this would turn users off. But it would also seem to cast doubt on the platform’s potential as a B2B tool, specifically its ability to disrupt traditional forms of business communication and increase the reach, quality and speed of commercial interaction.

Companies are unable to buy social media strategies out of the box. First they need to make an audit of their operations including customers and other stakeholders in order to establish a set of core objectives. These objectives then need to be considered when deciding what social media platforms to adopt and how.

What information should be made available? How often should it be updated and by whom? What level of customer interaction should the company strive to facilitate? Only once these questions have been properly addressed can a company determine how much time, money and effort is required and to then weigh that up against the potential rewards.

For many companies, a social media strategy could simply offer no real benefit at all. In this CRN head-to-head, Australian tech industry experts Tony Gattari, from the Achievers Group, and Moheb Moses from Channel Dynamics, offer different opinions on social media’s role in the business world.

For Gattari, former Harvey Norman tech boss, there’s no clear path for success via social media. He says many companies are wise to avoid investing in it altogether for risk of achieving poor ROI.

For Moses, co-founder of Channel Dynamics and respected partner consultant, social media…

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