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Marketers query value of social media

The frustrating thing about this research is how it considers social media activity in a solely customer recruitment role. It fails to (at least in the article), demonstrate the extremely powerful retention capabilities of these channels. All said and done, social media channels simply must be considered as just one cog that also help to initiate and sustain dialogue that leads to conversion. Which takes us to the point that Jeremy makes - monitoring and reporting have existed for years but the biggest failing has been the ability to define/include metrics which actually mean something to the business - the ability to report metrics "just because we can" serves very little purpose to a head of e-commerce who quite rightly has their analytical hat on. If the plethora of tools has taught us one thing, there is more than enough data available - people just need to interpret it into something of value.

Wed, 15 Feb 2012

11:42 am