Let’s start this month’s column with four statements:
- Social media measurement is not very effective. Even though there are many ways to measure, true, concrete success metrics still remain quite elusive.
- Fan count is still a top metric. Sixty percent of marketers use friends, followers, or “likes” as a success measure (Chief Marketer, 2011).
- The ROI question is unanswered. Return on investment is a top challenge of social media marketing, making budgeting difficult.
- We don’t know what tools to use. One tool or several?