The notion that marketing costs can’t always be understood is an ancient one. John Wanamaker, a department store mogul who died in 1922, once mused, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
The same could be said for social media marketing. Though there are a lot more metrics than Wanamaker could have imagined back in his day, the tricky part is determining the right ones to use. Is it retweets? Facebook Likes? Or maybe just product sales?
To get a sense of where social media marketing metrics are right now and where they might be going, Mashable recently cont acted some people on the front lines. The group we chose includes:
- Sarah Hofstetter, senior vice president of emerging media and brand strategy at 360i
- David Rosenberg, director of emerging media at JWT
- Dexter Bustarde, senior web analyst at Digitaria.
From left: Sarah Hofstetter, David Rosenberg and Dexter Bustarde
A lot of campaigns seem aimed at accruing Facebook Likes. But is that success? What’s the point?
Dexter Bustarde: Earning a Facebook Like, by hook or by crook, is a success, but it’s a success at a very tactical level. If I have a client with a campaign completely focused on getting Facebook Likes, I’ll do what I can to show that this tactic should be working towards a broader strategy (using Facebook to tell people about your brand), which in turn should drive towards a bu siness goal (getting...
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