Jay Deragon of Pitch Engine blog writes a good article questioning the discussion around ROI for social media, the underlying question seeming to be: those who seek ROI above all else probably don’t get it. Reason: how can you reasonably measure human interaction?
The best you can do is come up with measurements that make you feel okay about participating in something you probably don’t really understand.
Finally, his discussion makes me think about how companies used to build reputation before the monster-sized industry of Marketing came about–say back in the 40’s or early 50’s. By the 60’s it was all over–advertising was king. Prior to that, did companies rely on WOM in ways that are more applicable to how we use social media now? And did biz people back then have an understanding of socially driven WOM that current biz people are struggling to grasp?
2 responses so far ↓
1 Jay Deragon // Nov 17, 2008 at 11:52 am
Thansk for the mention. You and your readers may be interested in our newly released eBook: Socialutions: New management Methods for the Social Era.
You can get it here http://apps.drawloop.com/published/12323#main
2 Cass Nevada // Nov 17, 2008 at 2:20 pm
Thanks Jay–reading it now. will send along to others as well.
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