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How to Measure Success with Social Media – ROI vs Trending Metrics

9 October 2009

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It seems that the question of how to measure Social Media efforts is elusive and a critical component that needs to be addressed as Social Media evolves into a profession. Social Media is a disruptive technology that affects numerous industries. Modern companies have evolved to measure the efforts they put forth and investments made in terms of how much profit or loss those same efforts have generate (ROI). Since Social media disrupts industries and business practices, it is often hard to grasp exactly how social media initiatives perform in respect to ROI. Additionally, new metrics such as, mentions, blog posts, comments, engagement, etc. have arisen as a way to quantify the effectiveness of social media initiatives in terms of reaching strategic objectives.

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How Sponsored Tweets will affect Twitter, Advertisers, Spokespeople, and You

11 August 2009

28 Comments

Sponsored tweets have arrived in earnest and are creating quite a controversy. People are very passionate about this topic and view it as either a great thing or something that will send Twitter to the grave. Ultimately the effect will probably not be so extreme but sponsored tweets will likely have repercussions of varied strength across the entire Twitter ecosystem. Stakeholders include: advertisers, spokespeople, users, and the platform itself - the question is how will this play out and how will these stakeholders be affected. This type of sponsorship done with integrity is perfectly legitimate and ethical but its ultimate effect is a far cry from unpaid evangelism that charismatic brands organically generate. The very fact that someone gets paid to take an action, alters the actions that they will take. The very fact that they are earning money by promoting a brand affects their opinion of the brand. It is how the subconscious mind works and part of human nature (we have good feelings for things that benefit us). Integrity in respect to sponsored tweets may be more difficult to maintain than many realize.

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How Social Media has Profoundly Changed our Lives and in turn Business

3 June 2009

4 Comments

The social web has begun a profound and irreversible cultural change. The ease and speed at which information is transferred and the ability to share knowledge and opinion with each other, enables us to align ourselves in numerous flexible ungoverned groups. The alignments, immediacy, and interactions that take place give us a feeling of belonging that is core to what it means to be human. Our busy lives in modern western society have largely limited these types of analog interactions and the Social Web is filling the gap.

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