Ah, value is a tricky thing to describe or provide because the worth of something lies in the eyes of the beholder. Too often, value (quantitative and qualitative) is an after thought when an organization jumps into social media. The shiny new tools and keeping up with the Jones’ provides other distractions. Social or “new” media does not mean you throw the baby out with the bath water and forget basic business and marketing communication principles.

An organization or brand’s reputation is based on expectations, perceptions, business relationships and unique intellectual property assets. Social media is a prime outlet to skip the middle man and talk directly with your community and improve one or several of these areas. It is vital your organization understands how your community currently feels about your brand/value promise. Consider going back to the basics and conducting an internal and external analysis of context and perspective of your organization’s brand/value promise…both stated and implied.

Internal Analysis

• How does your organization create value?
• How does your organization differ from competitors?
• Why should your community accept your organization’s offer?

External Analysis

• How does your community measure the value your organization offers?
• How does your organization link value to community needs and desires?
• How does your organization communicate value difference between you and competitors?
• How does your organization measure the delivery of value promise?
• How can your organization increase return on value while delivering higher levels of value?

Delivering on Promise

Getting started in social media requires a firm understanding of where your organization has been, where it operates today and the promise of a brighter tomorrow. Do not let social media tools outshine your organization’s brand/value promise. Toby Bloomberg provides a great list of Guide Posts to Social Media Brand Value to continue your thinking and analysis of how your organization will incorporate the value promise with social media objectives.

Remember, promises are a dime a dozen unless you deliver on the promise and set your organization apart from the competition by establishing authentic, long-term relationships within your community. Build connections and begin to see your value increasing. Making a promise and keeping it in this transparent domain of social media will speak volumes.