div class=”posterous_bookmarklet_entry”> Great post by Shannon Paul, In Defense of Social Media. Excerpt below.
Social media engagement leaves a trail that most traditional media engagement still doesn’t provide: links. Most traditional media still exists in a vacuum that does not link to sources it cites. Calculating the ROI on that sort of engagement is next to impossible and full of all kinds of arbitrary math that rely on art more than science.
Social media engagement on the other hand leaves a digital trail and things like links and traffic can be measured and quantified in a lot of different ways.
The only problem is that the effect will always be larger than what can be captured. For instance, it someone sees a mention on a blog or social network and chooses to search for the company name in a browser rather than click the link directly – that will not be captured. Or, if someone reads something online and speaks to a friend at a party and that friend decides to Google the company name later on – that won’t be captured either. However, we always know that our effect is at least as large as what we’re measuring. Granted, this can become more complicated with different types of business models, but I think you catch my drift.
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