Comments on: The frustrating thing about social media measurement… http://www.liberatemedia.com/blog/the-frustrating-thing-about-social-media-measurement/ Liberate Media blends online PR with offline PR expertise to form a uniquely positioned social media agency. Thu, 11 Mar 2010 20:34:41 +0000 http://wordpress.org/?v=2.6 By: Lloyd Gofton http://www.liberatemedia.com/blog/the-frustrating-thing-about-social-media-measurement/#comment-19796 Lloyd Gofton Mon, 30 Nov 2009 13:25:05 +0000 http://www.liberatemedia.com/?p=2681#comment-19796 Thanks Katie I agree, a completely different mindset is required to move forward. It's not enough to just look at social media and try to measure it in traditional media terms. We need to look at the way social communications affect the brand/individual and measure these elements effectively, rather than resort to an old measuring stick for a new environment. Thanks Katie

I agree, a completely different mindset is required to move forward. It’s not enough to just look at social media and try to measure it in traditional media terms. We need to look at the way social communications affect the brand/individual and measure these elements effectively, rather than resort to an old measuring stick for a new environment.

]]> By: Katie Paine http://www.liberatemedia.com/blog/the-frustrating-thing-about-social-media-measurement/#comment-19795 Katie Paine Mon, 30 Nov 2009 12:17:55 +0000 http://www.liberatemedia.com/?p=2681#comment-19795 I think the problem is not with social media measurement, but with the way that traditional media has been calculated. For years, TV advertising has been given credit for all "sales" despite what was going on in earned media, web and online, and any other promotional activities. It wasn't until brands like P&G and Miller started doing marketing mix modeling that people started figuring out that earning eyeballs was more effective than buying them. if we made traditional media measure itself based on actual outcomes-- not just web traffic but profit,market share and gross margins, we'd might find that the customer who is engaged with the brand on social media is far les costly to obtain, and keep. But as long as everything is measured in terms of eyeballs, we'll be forever stuck in 20th century mentalities. I think the problem is not with social media measurement, but with the way that traditional media has been calculated. For years, TV advertising has been given credit for all “sales” despite what was going on in earned media, web and online, and any other promotional activities. It wasn’t until brands like P&G and Miller started doing marketing mix modeling that people started figuring out that earning eyeballs was more effective than buying them. if we made traditional media measure itself based on actual outcomes– not just web traffic but profit,market share and gross margins, we’d might find that the customer who is engaged with the brand on social media is far les costly to obtain, and keep. But as long as everything is measured in terms of eyeballs, we’ll be forever stuck in 20th century mentalities.

]]> By: Lloyd Gofton http://www.liberatemedia.com/blog/the-frustrating-thing-about-social-media-measurement/#comment-19649 Lloyd Gofton Fri, 27 Nov 2009 13:54:24 +0000 http://www.liberatemedia.com/?p=2681#comment-19649 Thanks for your comment Chris. I agree, we need to take an individual approach to each client, but feel there will be more standardisation of what represents positive results at least in the future. Thanks for your comment Chris.

I agree, we need to take an individual approach to each client, but feel there will be more standardisation of what represents positive results at least in the future.

]]> By: Chris Norton http://www.liberatemedia.com/blog/the-frustrating-thing-about-social-media-measurement/#comment-19644 Chris Norton Fri, 27 Nov 2009 12:34:27 +0000 http://www.liberatemedia.com/?p=2681#comment-19644 Lloyd, I am totally with you on this. The truth is there are lots of really smart people out there trying to make sense of social media and the measurement of it. However, I have worked on numerous campaigns and I find that each customer has a different view of what they want measuring and what success looks like. I think as practitioners in this area it is our job to manage the client's expectations on what can be acheived with a clever and well executed campaign. Lloyd, I am totally with you on this. The truth is there are lots of really smart people out there trying to make sense of social media and the measurement of it. However, I have worked on numerous campaigns and I find that each customer has a different view of what they want measuring and what success looks like. I think as practitioners in this area it is our job to manage the client’s expectations on what can be acheived with a clever and well executed campaign.

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