Comments on: Why Social Media is More Measurable Than Traditional Media

By: jobseekers156

jobseekers156 — Fri, 11 Dec 2009 17:33:36 +0000

Nice blog. well posted.
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By: Greg Wood

Greg Wood — Wed, 20 May 2009 00:41:15 +0000

Jacob – late to this post. Found it from a google search. My take – good start. Check out Jeremiah Owayng's post on the same subject. He lists many companies that measure social media http://www.web-strategist.com/blog/2006/11/25/c...

It's not about social media measurement against PPC or other online measurement. We have found that CMO's want to compare it to Reach / Frequency numbers that they have been digesting for decades form print and broadcast campaigns.

Biggest issue to deal with is the value of engagement. Social media will never have the same eyeball count as traditional. But engagement happens as people interact and converse. Million dollar question: What is that worth? Crack that code and you can retire in 3 years

By: jacobmorgan

jacobmorgan — Mon, 04 May 2009 16:33:19 +0000

couldn't agree with you more. i wrote a post a while back on the importance of integrating the two together. it's now about one medium or one platform.

thanks for the comment!

By: SeanWood

SeanWood — Mon, 04 May 2009 16:28:42 +0000

Don't throw all your eggs into just one basket. The most powerful marketing campaigns successfully integrate both traditional and new marketing techniques. Of course, with new social media techniques comes new measurements.

Keeping your message and brand consistent across all platforms is the real key.

By: nickgonzalez

nickgonzalez — Mon, 16 Mar 2009 16:25:28 +0000

I think there's too much of a focus on “social media” as a single entity. It's not one marketing channel, but instead several, which can each have their own success metrics attached. Apps have users and time on site, Twitter has followers and responses. The “social media” industry needs to do a better job of packaging social media as a product. Products have a defined process and verifiable results.

When we say social media is more measurable but punt on the question of ROI, we're being lazy.