Excuses, excuses

‘I would get involved in social media, only I don’t know how to measure the results.’

That’s a common enough view among brand marketers, who are always looking for figures so that they can judge the impact of their efforts on the bottom line. But is it reasonable?

Blogger Laura Spencer argues that brands overstate the problem, and that there are plenty of ways to measure the effects of social media marketing.  On a basic level, it doesn’t take much to set goals and then consider whether they are being met.

Spencer also handily lists a bunch of links to other posts that have given this problem some thought and come up with other ideas for measurement.

She states: ‘Not being able to measure results is not really a legitimate excuse any more. (You may have another valid reason for not being involved in social media, but measurement can’t be the reason.)

See her post here.

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