The fact that I think you should be focused on the quantifiable business benefits of social media marketing seems to put me squarely at odds with many thought leaders right now. This quote from a very respected blogger still haunts me:
“When you ask businesses why they are participating in social media, what do they say? If they say, “to make money,” then they will fail, because currency in the social web is found in both relationships and content.”
Another leading observer opined yesterday that his “economy is relationships.”
How is social media marketing any different from holding a company open house for community leaders or hosting a dinner to get to know some potential customers? Are those things about building trust and relationships? Yes, of course! But we also have no problem admitting that the ultimate goal is to burnish our image with these influencers to improve our chance of business success. Why are we so intent on carving out a special little place in the sun — where results don’t matter — for the social web?
Part 2: Social media ROI shock treatment
Part 7: Yes, it IS about the money!
Part 8: Creating a measurement plan
Part 9: Measurement is like a bartender