Measuring ROI
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Metrics issues
Prescription vs Suggestions
Influencing the Influencer
The competition for attention is focused on social networks as brands vie for awareness and consideration. Establishing a presence in Facebook and Twitter is as necessary as it is trivial. In the great social land grab , many organizations are missing true opportunities to connect with the fifth P of the marketing mix, people.
Brands are making plenty of money in social media: Dell Outlet ’s Twitter account has generated millions for Dell , the Intel Channel Voice community has decreased costs by eliminating the need for expensive in-person events and P&G used media mix modeling to demonstrate that the BeingGirl.com community is several times more effective at driving sales than the brands' television ads. Many marketers can draw a straight line between investments in social media marketing and financial results, but many more cannot. This doesn’t mean social media marketing is ineffective; it just means that marketers have to recognize benefits beyond dollars and cents.
