What matters more than "likes" in social media

Shell has received promient attention for its efforts on Facebook, including laudatory coverage by The Wall Street Journal. It looks like another company confusing tactics for a true strategy to engage with its stakeholders.

Since May 2011, when the oil company launched its Facebook page, it's gained 946,000 "likes." This sounds impressive but the quality of those followers is suspect. Apparently 224,000 come from Malaysia and only 1,000 from The Netherlands, where the company has 10,000 staff, not to mention families and friends. It's impossible to know who is behind the current "likes." The FB page is a smorgasboard of not particularly coherent content.

For a more holistic approach, consider McDonald's. This story in the New York Times Magazine is one of the best I've seen about social media recently because it talks about social media as part of a comprehensive strategy, not a goal on its own.

For example, Mickey D's takes pains to influence bloggers by interacting with them about topics they normally write about, from nutrition to raising kids. The act of conversation is authentic. Efforts to manufacture buzz with Twitter haven't turned out as well. (McDonald's has 19 million "likes" on FB, by the way.)

Apparently Shell used social media consultants to find susceptible Facebook users, including those who are likely interested in energy issues, but it's unclear what impact the site has had. The company isn't disclosing metrics about its social media efforts.

Some attempt at social media is better than nothing because it shows awareness and increased transparency to stakeholders. But meaningful results require commitment. Social media shouldn't just be to get awards for communications executives; it needs to move the bottom line.

I refer to two rules:

1. Make a plan. What do you want to accomplish?  Social media needs to move people, create a better operating environment for the company or sell more widgets. The number of "likes" isn't the point. Then resource against the plan. Starting small is fine, but make sure the investment contributes to something larger. In my campaign for city council, Facebook was a key mechanism to spread information and, when necessary, set the record straight by engaging voters. In the end we spent less money than other candidates and still got better results than those who had many more "likes" on their pages.

2. Measure. No, counting the number of "likes" won't cut it. When I was at T-Mobile my team measured our online success in terms of cost savings, user surveys and engagement trends. There's nothing easier than a "like." You need to see some long-term engagement trends to know you're making a difference.