When I took a first look at this post from Web Worker Daily, I thought it might be an interesting post on how we might commercialize social media on behalf of our clients. Then, I read this:
I’m pulling my hair out, and not because there is no way to measure these things, but because I feel that we’re limiting ourselves by using antiquated ways of measuring online activity and interactions. We are also hamstrung by how each site, network and tool defines and dictateaus measurement in their own proprietary terms.
So while we can construct measurement grids, and gather metrics such as friends, fans, followers, connections, likes, comments, posts, views, downloads, @’s, DM’s, retweets, and the like, we are still at the mercy of the companies that develop these sites and tools we’re using. And I’m sure I’m not the only one to notice that these companies often seem to have little or no strategic consideration for their business users (Facebook, anyone?). [more]
So, in my humble opinion, the author may be missing the point. When selling social media, one must, must, must make is measurable on its contribution to sales. Period. exclamation mark. We didn't something so completely measurable and then miss the point about why we measure. I've worked very hard to measure the benefit of public relations and finally found a couple of ways to skin that cat. Regarding anything internet based, we have a special obligation to our clients -- and to ourselves to deliver real, meaningful measurement that is not only descriptive but prescriptive as to how to make our programs more effective. --Heaven forbid we cede social media to ... advertising.
