socialmedian: Where Measurement Falls Short

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Where Measurement Falls Short

Source: The Brand Box

Nov 03, 2009

Summary

There are so many discussions swirling around social media measurement these days, and the discussions I’ve had recently at conferences have reinforced the fact that as a whole, measurement of communication is incomplete at best. We’re not satisfied with what’s available to us in terms of proving the value of what we’re doing.

CAN we measure elements of social media impact, reach, and yield? You bet. There are lots of metrics, new and old, that contribute to building cases for attribution of purchase influence, customer and transaction values, and the like.

But the challenge of doing a good job measuring our communication, customer outreach, and marketing initiatives has always been a sticky one, for one specific set of reasons.

Influence Isn’t Cause.

Communication and relationship development have always – and will always – reside in the gray area of actions that influence and impact purchase and buying behaviors, but are not always the direct and only cause for same. We want desperately to have said that our advertising or our press release or that game of golf

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