measuring social media
What’s Your Social Media Excuse?
Lots of companies are still nervous about entering the cool waters of social media. Here are the top excuses—or “rationales”—I hear:
- “We have no resources to devote.”
- “We can’t control it, so why bother at all.”
- “Consumers are confused. There are too many conflicting points of view.”
- “Social media is a trend and will burn out soon.”
These same companies may also still believe that they control the dialogue around their company’s brand, products and services. Truth is, social media is a great leveler. Marketers who refuse to acknowledge the shift that’s taking place are missing out on the opportunity to get in front of online social dialogue and learn from the insights and postings that are happening…with or without you. Continue reading
Most effective social media tactics
Around these halls, we spend alot of time talking about how to measure ROI for our clients’ social media efforts. And from all reports, we are not alone. Here’s a recent breakdown of effectiveness according the MarketingSherpa Social Media Marketing and PR Benchmark Survey (December 2008).
- Advertising on blogs or social networks: Measurability 32% Effectiveness: 16%
- Online news release distribution: Measurability 18% Effectiveness: 36%
- User reviews or ratings: Measurability 15% Effectiveness: 47%
- Blogger or online journalist relations: Measurability 11% Effectiveness: 46%
- Forums or discussion groups: Measurability 11% Effectiveness: 42%
- Blogging on company blog: Measurability 9% Effectiveness: 34%
- Profile on professional/social networks: Measurability 7% Effectiveness: 22%
