Metrics issues
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Why everything you know about demographics is wrong
Face it; men between the ages of 18 and 35 aren't what they used to be. Before digital, that classic demo used to be dependable. Media buyers could count on them to read men's magazines, watch sports, and -- like just about everyone else -- at least subscribe to a newspaper. Well, those days are long gone. And while men between the ages of 18 and 35 still exist, they tend to be a rather fragmented lot, with a grab bag of interests, needs, and affinities. Actually, men (or any other demographic, for that matter) were always a lot more complex than media plans might have indicated.
The prevailing business philosophy around social media are consumed with measuring everything with the aim of determining effectiveness. The marketplace is exploding with tools to provide data insights, knowledge and wisdom about what are and aren’t effective social media strategies. The obsession with measuring all things social is indicative of thinking inside rather than out.
You've Got the Wrong Measures! |
In This Article Exhibit 1: Word of mouth is influential throughout the consumer decision journey. Exhibit 2: By looking at impact as well as volume, marketers can measure the effects of word-of-mouth messages more accurately. Audio is available for this article. Consumers have always valued opinions expressed directly to them.
depends on market maturity
SM = preemptive ROI
Has your company spent seemingly countless hours tweeting on Twitter , networking on Facebook and writing the company blog?
Entering 2009, the future of media is undoubtedly a quandary, with no end of head-scratching across the industry. As with everything these days, it seems that it all comes down to radically changing economics. There are way too many conversations about the future of media, news, journalism, etc. going on out there that don’t reference economics, so I’m going to kick off the year with two personal anecdotes that illustrate the problem of media economics.
The Problem of Media Economics: Value Equations Have Radically Changed
On s’attend quoi des média sociaux NOW? We need f***ing ROI | WoMarketing in Paris
Vous vous souvenez sans doute de la série des présentations « What a F**k is Social Media ». Aujourd’hui que Facebook viens de toucher le cap de 500 mil d’ utilisateurs , ne pouvait pas manquer une MAJ pour faire le point sur le « Social Media readiness » du marché . Pour être honnête je suis pas sur que des donnes quantitatives sont suffisantes, pour avoir une vison réel dans la quelle un business ou une pratique sociale se développe; c’est à mon avis la façon dans la quelle la population réagit à l’innovation qui fais la différence.Choosing the right Metrics to Define Social Media Success
Einstein once said: “Try not to become a man of success, but try rather to become a man of value”. (or a woman In social media, how do you measure success and value? Here’s my answer: From time to time, I see success in social media portrayed by some as ‘thousands of followers or millions of fans’. I even see a business forming around “building up a follower base on a massive scale”.
