Writing on his blog, PR Squared, SHIFT Communications Principal, Todd Defren, in reaction to a comment Rohit Bhargava made during a panel at NewComm Forum, explains what he’d do if he had a million dollars to spend on a campaign heavily focused on social media.
While Rohit expressed concern over the ability to affix ROI metrics to a social media campaign (in comments, Rohit clarifies the concern was for the ability to scale, not the ability to measure), Todd argues measurements can be made and outlined a few tactics he might employ were he to be handed a million to spend.
Many are concerned social media is a bit too soft to measure with traditional hard metrics currently employed online and off. It’s a natural concern giving the newness of the medium if it can be called that.Social media guru Alisa Leonard believes social media, or as she likes to call it the “current iteration of the internet,” is completely measurable and has detailed how she’d approach doing so.
With metrics like sentiment, tonality, source of conversation, effect of influencer, individual and site authority, relevance, credibility and a lot more, Alisa has an excellent start towards a “super tool” that’d put to ease the minds of those with budget control.
