Brian (aka @bmorrissey on Twitter) Morrissey wrote a great story for Adweek on social-media metrics. As I underscored in an interview with Brian for this story: “It’s still in its infancy,” and “Marketers are trying to bridge the divide of what the metrics mean and then put them into action.” My perspective comes as a former exec of a pioneering measurement service for social media, and, now, as a practitioner of social-media strategies on the marketer side.
Brian took an angle of social-media metrics for advertising and media purposes — understandable provided his publication’s audience of advertisers and media buyers, and the limited space. However, the major point I made in our interview, which he wasn’t able to unpack in this short article, is that social-media metrics are expansive and applicable to nearly all business processes, from innovation to product development, from strategic and communications planning to communications management, from marketing effectiveness to loyalty, as well as customer service, experience and beyond. Different operational silos within enterprises need to learn how social media are impacting them individually and holistically. From there, you can begin to evaluate the arsenal of metrics and and tie them to specific business objectives. This will be a long haul, and should be informed by experimentation, testing and practice.
That’s one of the great things about social media…I can add to the story and give you the back channel right here. However, it would be nice if Adweek.com enabled comments so I could leave my breadcrumbs and reader VALUE there as well. This certainly is one dimension missing from the DNA of most advertising and media professionals.