Posted by
Barry Siskind
Community Manager
The problem many of us face is that new technologies are being introduced at a breath-taking pace enticing us to take the plunge before we have developed a means of analyzing them or setting reasonable metrics to measure their success.
In a recent article in the on-line newsletter Mashable, titled Marketers Optimistic about finding Social Media ROI, http://mashable.com/2011/02/08/social-media-roi-2/, 175 members of The CMO Club, http://www.thecmoclub.com/, reported that 84% of users do not measure their social media ROI.
Business decisions are made based on objectives and metrics and this survey is a good first attempt to look for meaningful measurements to something we seemed to have embraced with no proof that it works.
Also a reminder to check out the UFI focus meeting on Social media in Kiev, on April 5 – 6. www.ufi.org/kiev2011.
Lots of discussion on social media as well at the Open Seminar in Asia in Bangkok this week. Check out the tweets at #ufibangkok for a taste of what’s going on. Really interesting and lively stuff.
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