ROI | Social Signal

Last week, I mentioned BC Hydro's Deb LeRose, and the brilliant opening slide in her social media presentation: the one that shows a free puppy and a baby. Her point is that, like many social media presences, each is supposedly "free". But you have to look at the long-term cost, whether it's feeding your dog... clothing and educating your child... or maintaining an effective, engaging social media presence.

So what if you're not sure you're ready yet?

Visiting someone else's place is great. You eat their food, drink their imbibables, and meet their guests.

But eventually to host a gathering at your own place takes hold. You want to choose the hors d'oeuvres, cue up the playlist and invite your own friends -- in your own home.

It's no different with blogging. True, your organization can go quite a ways in engaging the online world by commenting on third-party blogs. But if you want to be serious about joining the conversation, you'll want a place of your own: an online home for the conversations you want to have.

And while you have no more control over where those conversations ultimately lead and what other conversations may start than you do when you're hosting a party, you're the one who sets the agenda. And it's your voice that sets the tone and pace for your audience.

Social media should be a no-brainer. After all, it's all about conversation and relationships - and in fact our conversational instincts can serve us well in blogging, podcasting, social networking and other social media channels.

Instinct alone, however, won't suffice. You need skills, knowledge and experience to succeed in social media – from tech chops, to the unique demands of various social media venues, to the social nuances of dealing with conflict between online antagonists.

Not every story fits in a few neat paragraphs - especially stories that are still unfolding. Maybe you're taking on a major advocacy project. Adding a green roof to your office building. Or tracking an intern's apprenticeship in the skills and culture of your industry.

Either way, you have a story that can engage readers over an extended period: weeks, months or even years.