Lisa Adams

Lisa Adams on how social reporting influences FMC Technologies’ global social strategy

There's a shift going on in the oil and gas industry explains, member, Lisa Adams.

To avoid reporting for the sake of reporting, your reports should ultimately reflect whatever leadership sees as most important.

“Many BtoB business deals are no longer going to be based on handshakes alone. A company's external reputation is now being considered in the selection process, so if your company's external reputation is non-existent or is perceived as poor, it could become a liability.”

As FMC Technologies' Corporate Web and Digital Media Manager, Lisa says that while person-to-person relationships are still important, public interactions and perceptions are becoming a larger part of the BtoB partner selection process.

“Many BtoBs like FMC Technologies struggle to find a voice in social media because business transactions aren't normally influenced in public.”

But, Lisa says social media reporting is playing a big part in helping FMC Technologies with the transition.

Through monitoring and reporting, she's been able to help the company address issues, engage in regional conversations, and connect their global employees.

For example, since FMCTI's employees represented over half of the countries playing in the World Cup, Lisa and her team created an event hashtag to encourage them to share their experiences. Yet Lisa says #FMCTIRightNow has turned out to be more than a one-time campaign, but rather a way to showcase their company culture through user-generated content.

“I kind of stumbled onto what we use as our current employee engagement indicator during the World Cup, and it has become my most cherished success in social media so far. I have been thrilled with the organic growth and the amount of engagement I've seen.”

Since #FMCTIRightNow launched last June, they've doubled their Instagram followers, seen a 35 percent increase in Facebook followers, and a 40 percent increase in Twitter followers.

Lisa says she focuses on different metrics from each platform to get the most valuable reports.

“I don't only measure the success of our outbound original content. I also pay very close attention to our responses and content performance to see what topics are working so I can listen more and create more content around them. For me, they're all different and very valuable in different ways,” she explains.

Focus on different metrics from each platform to get the most valuable reports.

On Twitter, she measures earned media and tracks influencers who engage with her company. On Instagram and Facebook, she focuses mainly on content performance and engagement based on response and virality.

LinkedIn is all about click-through rates to content and the company's website, and she says Google+ and YouTube have become critical for improving SEO.

According to Lisa, a social media leader has to have technical skill as well as strategic vision to make reporting valuable.

“To avoid reporting for the sake of reporting, your reports should ultimately reflect whatever leadership sees as most important — that way, you're providing business value as well as proving the value of social media programs.”

Lisa warns against looking for a “one-stop” reporting tool to show that value, explaining that most reporting tools fall short because social media channels change daily. She says it's important to focus on goals rather than tools.

“Social media managers who can take strategic objectives, translate them into content that is effective on social channels, and build reports that measure what matters to leadership will remain ahead of those who focus on technical or content-related skills only. Specialize in creating and measuring value and you will always have a job.”

Say hi to Lisa on Twitter and ask what it's like to raise identical twin boys. Lisa's been a member of since 2014.