The closing paragraph tells all of it in my opinion. I need to say that I agree with it, and essentially the most fantastic factor about it's that you just left it open ended…this exhibits that you are prepared to attract in new and completely different opinions and that you're finally very interested to see folks getting concerned within the subject. So, any alternative opinions?
Mark, Great article and points; however, a good opener with a Client is to ask "what is it costing you not to engage in social media?"
As vets know from the history of the web, traffic is not a valid indicator without knowing conversion rates. In fact there is a litany of companies that went bankrupt as a result of traffic and no sales. Traffic on the web is an overhead, not a measure of return.I understand the difficulties here, but this approach is dangerous. With social media the costs aren't in cash outlay, but in the opportunity costs - lost because of the time spent on social media.
Hey and thanks for including Radian6 in your resource list. I remember when this presentation was first delivered, and still think that it hits the proverbial nail on the head. Setting baselines is an important first step and I'm glad you covered it right upfront. On top of looking at referring sites, you can also look at the conversations themselves to see if they mention any of your items listed on your marketing calendar - further helping to tie conversation back to actions you've taken.Cheers!KatieCommunity Manager | Radian6@misskatiemo
Hey, Mark. Thanks for this post. It's a good look at a serious topic. As the months roll on, more and more people are going to be held accountable for their social media ROI and this post will give them some good information on how to get going on it.Another resource your readers might be interested in can be found on the 60 Second Marketer site. I wrote a white paper called "Top 11 Ways to Measure a Social Media Campaign." It should be of interest to you and your following.http://www.60SecondMarketer.com/SocialThanks again for writing this post. It was a good read.Best,Jamie TurnerThe 60 Second Marketer