I often see and hear how many people look and search for the perfect formula on how to handle Social Media. Questions arise such as, “How can social media be productive or useful?” Some people want to have a precise number of tweets during the day so they can calculate who they are going to reach; others are just collecting contacts or followers on all platforms.
Yes there are many tools to measure reach.
What are they really measuring?
Today I read a post by @webby2001 at his blog Brandsavant.com titled ESTIMATES VS. ASSUMPTIONS IN SOCIAL MEDIA MEASUREMENT which was very clear on how many times people mistake measurement with estimates or assumptions.
I read @webby2001 blog which I find has always refreshing information on the technical approach of analyzing social media efforts. I really enjoyed his TV owner analogy to Twitter account owners and how things are impacted based on sharing information on both.
My other favorite blog which is from @thebrandbuilder actually was poking some fun on how people try to find secrets or a set formula on how to handle social media. The real message our friend @thebrandbuilder is sending is that you have to be committed as you would need to be with any other effort you get yourself into.
I leave you with Olivier’s video which can also be found on his blog.
If you really want to learn about the proper way to measure Return on Invesment in Social Media I really recommend you reading Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (amazon affiliate link).
Photo Credit by Brian Forbes