I have been spending time the past two weeks revisiting the current blogosphere outlook of “social media.” When reading marketing news, I generally glance over the social media articles, due to an almost “banner blindness” effect – too many people writing about the same stuff, all the time. What I was on the hunt for the past two weeks were solid thoughts and theory around the state of social media and , most especially, measurement. Here is a roundup of some great thinkers who align with my perspective and really need their voices to be brought to the forefront.
Olivier Blanchard
Olivier is a strong proponent of measuring social media ROI in terms of looking across the full spectrum of marketing efforts within a given time line. It’s the same strategy we use here, but can be challenging as many companies are not so open with offering their full marketing spend or metrics. Read his blog. It’s good.
Logic and Emotion
Always love what these guys have to say. One post in particular on this subject aids marketers in spotting social media snake oil.I recently ran across one of these “salesmen” while working on a small project for a start-up. The salesman promised Twitter Followers and Facebook Fans and a % conversion rate. He also claimed a money-back guarantee. When the client asked me how this could bring them more revenue, and if there was a need for 50,000 Twitter Fans, I silently vomitted in my mouth. Check out this post here.
Random Acts of Data
Anna gets it. She’s just beginning this blog, but starts it off with a great post about social media measurement. It’s not monitoring! Her case is made to request that any measurement is brought into a larger view of business intelligence for the organization. As like anything meaningful, it takes time and dedication to measure. Read her first post – There’s a sucker born every minute
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