tag:blogger.com,1999:blog-9158842178911836730.post1066577902156369019..comments2023-02-27T03:51:04.375-06:00Comments on The Marketing Mélange: Are Businesses Measuring the Right Social Media Metrics?Anonymoushttp://www.blogger.com/profile/03967013949811058601noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-9158842178911836730.post-75588902960963942272010-03-15T10:56:02.151-05:002010-03-15T10:56:02.151-05:00Mike,
Thank you for posting this. I think 48% is ...Mike,<br />Thank you for posting this. I think 48% is good news. It means that 48% are using social media as a strategy and not a result. It means that they are using social media to help achieve business objectives, and not just have a Facebook page or a Twitter account, and the like.<br /><br />Rick HardyRicknoreply@blogger.comtag:blogger.com,1999:blog-9158842178911836730.post-28162667301561398232010-03-11T18:30:15.294-06:002010-03-11T18:30:15.294-06:00Mike - Thanks for drawing this to our attention.
...Mike - Thanks for drawing this to our attention.<br /><br />I'm not terribly surprised. When social media works, the way it causes market action leading to sales has a very high degree of "untrackability".<br /><br />Certainly, for an entirely online play, you can measure leads with fairly good accuracy (50%? 60%?). But it you're at retail, separating out the influence of SoMe on your sales is extraordinarily tough.<br /><br />Besides, for many agencies, measuring any response is such a huge step that they haven't yet learned to measure the really important things.<br /><br />In fact, if we were able to rank this study against dollars, I wouldn't be surprised that no more than 5% to 15% of the SoMe dollars are being measured for lead or sale impact.<br /><br />It's too bad. But sounds closer to reality.<br /><br />...Doug GarnettAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-9158842178911836730.post-88034209884673791652010-03-11T11:51:21.230-06:002010-03-11T11:51:21.230-06:00I'm surprised that only 48% measure it, but no...I'm surprised that only 48% measure it, but not that it isn't a top goal. Social media IS more like PR - it's more about increasing influence than directly producing leads. For example, research has shown that people are more likely to click on AdWords ads for companies if they are already familiar with that company through social media. So, SM plays an influencing role but doesn't always get direct credit for producing the lead.Tom Pickhttp://webbiquity.comnoreply@blogger.comtag:blogger.com,1999:blog-9158842178911836730.post-53966468021660044802010-03-11T07:55:09.340-06:002010-03-11T07:55:09.340-06:00Mike - The 48% using lead generation as a measurem...Mike - The 48% using lead generation as a measurement is not a surprise to me. It wasn't long ago that social media was considered part of PR and using such tactics for marketing was taboo. As the philosopy evolves, and more companies use social media to generate new business leads that figure will grow.Mark Palonyhttp://www.wonderingoutloud.wordpress.comnoreply@blogger.com