"There are fundamental questions facing social. What is the value of a like or a share or a follower? What qualifies as engagement? How does it affect the bottom line and how do you truly measure it? Brand marketing is done for a reason to ultimately build mind share to get butts in seats, heads in beds or products off shelves."
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While we generally agree there’s lots of rooms to improve social measurement, holding up display as the example doesn’t seem like the answer. You could just as easily ask what the value of a click on a banner ad is as a like on Facebook. Further, clicks are a direct response metric and not all brands are direct response. We agree the answer isn’t to make up new metrics, but lets not pretend like we have things all figured out in digital already, because we most certainly do not.
17th July 2012
Notes: 2
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