Lots of “social media gurus” like to talk about how social media is all about “joining the conversation” and “listening to your customers.” While these are definitely true, social media is just another marketing tool which means it needs to show the same value and measurement as other marketing tools. Bazaarvoice has a survey of chief marketing officers and their expectations for the use of social media. Jason Falls over at Social Media Explorer breaks the survey down into nice bite-size chunks. My favorite:
CMOs are more clear than ever before that they want to measure sales conversion and revenue drivers. When you add the word “marketing” to “social media” its about business. Draw that line to the bottom line, or go home. – What CMOs Think About Social Media by Jason Falls | Social Media Explorer
What are your thoughts on the importance of measurement in social media?