I went to a ‘measurement camp’ last week with the aim of finding out more about how social media activity can be measured. Unfortunately it didn’t really shed much light on things.
Do you go after the revenue approach to measurement, in which case it almost inevitably means last click wins? Do you look for a more PR type measurement? I’m fairly sure that headline numbers such as that of Twitter followers is useless, but what else is there?
What do people use to measure the effectiveness of their social media work?
It's tough isn't it. I think most people high up only really care about the numbers. It's like a vanity thing. They like to believe that x,xxx are following them or visiting their website. Doesn't matter if they don't actually do anything because very few senior managers even understand the web so still think in the old media terms.