Many brands are moving away from metrics that purport to measure ROI on social media. They’ve realized that social media isn’t a transactional engine or sales machine, so they’re dropping half-baked indicators that gauge secondary effects, such as financial return. Instead, the new metrics evaluate social media strategies in […]
The problem with social media marketing – YOU
In 2009, I wrote: Like it or not, large enterprises – the big name brands – have to work in structures and hierarchies that most E2.0 mavens ridicule but can’t come up with alternatives that make any sort of corporate […]
The Death Of Social ROI — Companies Are Starting To Drop The The Idea That They Can Track Social Media’s Dollar Value
Many brands are moving away from metrics that purport to measure ROI on social media. They’ve realized that social media isn’t a transactional engine or sales machine, so they’re dropping half-baked indicators that gauge secondary effects, such as financial return. Instead, the new metrics evaluate social media strategies in […]