‘Why You’re Measuring Your Social Media Wrong’ – Convince & Convert Blog
Jeffrey L. Cohen says, “The roller coaster ride of social media is starting to make me sick to my stomach. Keep your hands and arms inside the car, as we are about to bank hard right into a rant.
First, there was the promise of changing how we communicate with our customers. Social media was going to finally help us achieve one-to-one marketing. Before we reached that nirvana, content marketing suddenly dominated marketing, and social media became a distribution channel.
I’m going to avoid the obvious benefits of social media for customer service, because Jay has research to back that up. This is also not a rant about the decline of organic reach and the requirement to pay to get in front of people. I’m okay with that form of advertising because it seems to be working.
This is about how people still measure their success in social media marketing. Don’t get me wrong—there are plenty of smart people managing social media programs and measuring success in ways that connect to their businesses. But when you read surveys of what people are measuring, so many marketers are headed down the wrong path”.
Comments are closed.
