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I’m sick of the whining. I’m sick of people saying you can’t measure social media and that there’s no way to measure “true” ROI.
And, to an extent they are right. The “real” value of social media is difficult to measure. But, if you want to put a hard dollar to your efforts, you can. I know, it’s soooo wrong. But, get over it. If your CMO needs to see a dollar value before putting money to it, well, give ’em what they want:
Gasp! That was hard to come up with. I know, we’re so horrible for trying to put a dollar sign to social media. But, most people have no clue or they just don’t care. Plus, if your promo code or landing page gets picked up or passed around (i.e. the person didn’t exactly come from the site you originally posted on), well… that STILL falls under the umbrella of Word of Mouth / Social Media Marketing.
Grow some balls. Stop whining and decide what you’re using social media for – marketing or customer communications – and do it.
Rule #76: No excuses.
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