Social Media Measurement: a C&M Rant, Courtesy of New Media Knowledge
Says New Media Knowledge: Marketing investment in social media has so far failed to match the hype surrounding those platforms. New research suggests that this is due to a widespread lack of understanding of the business potential for social media among marketing managers…
Check out the full piece here… In short, it looks at the skills / knowledge gap between the desire to do new things with Social Media and the ability to execute and measure. It’s an interesting read. Not least because their intrepid editor @CMRLee tracked me down to lend a comment after my seventh cup of coffee last Wednesday morning.
Here’s what I generally make of the big bad measurement question:
“…here’s the thing – the goals haven’t changed, we’re still in marketing, it’s just the channels that are moving. But if you can figure out what makes a ‘win’ then you can get immediate clarity on the channel question. If your goal is to generate buzz, then Twitter might be appropriate. If it’s to syndicate the brand, then Facebook might be a winner, so it’s horses for courses. Once this is nailed then tricky questions like measurement and budget get a lot clearer. It may be that if you get the top 10 bloggers in your space to write good things then you get a win. That’s not a headache, that’s a PR project.”
Watch this space. Our chief spreadsheet engineer @rowstar was with the growing crowd at (the excellent) Measurementcamp this week to check the chat of the industry on this very question. She’ll be posting her thoughts here soon. Meantime, we recommend you get on down to the next Measurementcamp session – agency or brand, you’ll learn a lot. Will McInnes of NixonMcInnes is fronting things – and it’s one industry think-group really worth getting involved in. Measurement of all this new-fangled stuff is critical to its adoption as a serious part of the adult marketing mix.
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