Social media success: impossible to measure?
September 16, 2012 in Blog
Andrew Riley, Social Media Co-ordinator at the Racing Post, argues that rather than seeking to prove social media builds revenue, we should be focusing on understanding how to effectively measure success.
In social media monetisation is the holy grail. Proving to the powers that be that social is worth the investment is a daily battle for all involved in the profession. As a result agencies and experts are still desperately scrambling around searching for proof that their efforts in the social world are justified.
Terms like ‘reach’, ‘interaction’, ‘influence’ and ‘advocacy’ are all used as metrics on which to judge success.
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