socialmedian: When Measuring Social Media’s ROI For B2B Don’t Chase The Wrong Goals

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When Measuring Social Media’s ROI For B2B Don’t Chase The Wrong Goals

Submitted by Scbalazs from Google Reader

Nov 04, 2009

Summary

You can measure anything as long as you have a clear goal to measure right? Sure, but what if you have the wrong goal? Well then everything you are measuring is wrong. As many have said before, measuring social media is not some magic spell that you have to cast just right to find the perfect answer. Instead, it is about having a defined plan, collecting data from start to finish, and making sure that you are looking at the data through the right lens.

Quality Vs. Quantity: B2B’s Biggest Challenge Measuring Social Media ROI

Most clients think big, and want “big.” They want more fans, subscribers, followers and this is all under the illusion that more is better. I am here to argue that especially for B2B, that is not the case at all. Often times with B2B social media less is more.

Why do you want 10,000 twitter followers if you only have 250 target customers and influencers in the world? This simply doesn’t make sense. The opportunity that social media provides is the opportunity to scale relationships.

What Moves The Needle

Numbers don’t move the needle, ad

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