Monday, September 10, 2012

Social Media Measurement Is Still In Infant Stage of Growth

When you see brand awareness as the overwhelmingly dominant top role for social in an organization it simply says that they are not looking to dig deep enough to find out what social adds or doesn’t add to the bottom line. It is the social media equivalent to the ‘number of eyeballs’ approach to selling broadcast TV spots. Sure it reaches a lot of people and there is value for being out there in the fray but unless you can get more detailed information you are still spending money based on the ‘warm fuzzies’ v. facts and figures that lead to profits.

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