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CarriBugbee
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Expecting to measure ROI for one element of marketing when there are no measurement methodologies for others (such as press releases), is not only hypocritical, it shows a lack of understanding about how the longevity of brands and the totality of their marketing ecosystems affects their success. Given identical budgets and social media marketing plans for two brands, one that has been around for 40 years and one that just launched, I'd normally expect far greater success for the older brand. But even that doesn't tell us the ROI because it's probably impossible to calculate how much marketing money was invested in the 40-year-old brand over four decades. $1 million? $80 million? $2 billion? Who knows? So, how much more successful would that brand have to be in order to say the ROI was worth it vs. the success of the new brand? At that point, you'd be measuring incremental ROI (for the historical brand) vs. actual ROI (for the new brand), right? Given that type of calculation, the numbers would probably dictate that you should never market an older brand again because it's so costly, right? Or maybe the numbers would indicate you should never launch a new brand because you can rarely catch up to $80 million in marketing. What other unintended (and free) activities might have impacted those brands for better or worse along the way? Who knows how to measure the upside (or downside) of Paris Hilton being photographed using your product? How much does it cost to regain confidence after your product caused an E. coli outbreak? What if your CEO spouted political beliefs on his personal Twitter feed that alienated (or resonated with) people? What if it happened 3 years ago? What if it was 3 days ago? That would change the supposed ROI of your social media (and any other) campaign, right? But how would you calculate it with any accuracy? Even measuring click-throughs is pseudo-science. What if your website sucks and customers have never heard of your company? What if your company has crafted a stellar repuation for philathropy, giving customers a feel-good vibe? Obviously, this notion that you can boil down effectiveness to a simple ROI number is lunacy. I don't think any marketers are capable of calculating every dollar spent to achieve positive brand recognition or even to sell widgets. Yet, I think that's exactly what you'd need to do in order to calculate an accurate return on investment.
Toggle Commented Dec 5, 2011 on Social Media ROI Hypocrisy at Web Ink Now
Been there, done that. When I've been sick or traveling, my score always "suffers." :-)
MIchael, I've been hearing "vanity metrics" bandied about for quite awhile. It's a good way to describe many of these measurement or scoring apps/platforms.
Agreed. Topical influence is the only type of influence that's useful. But allowing people to tag you with regards to topics isn't measurement, it's community management/outreach -- and gamesmanship for those inclined to put in the effort. Check out Hoosaid.com - developed by a pal of mine. It's essentially pagerank for people based upon the topics they talk about.
I'm going to hazard a guess that KLOUT and its ilk will make no distinction between content creators and curators as long as Twitter, Facebook, and LinkedIn are the platforms they're using to measure influence. They could build in ways to measure blog topics/performance in the future, but since that would cover just a small microcosm of social media users, I doubt the investment in doing so would yield much. There are plenty of other ways to track down and "measure" bloggers. Obviously, tying blogging influence to influence in status update/microblogging platforms would be beneficial to some, but perhaps not beneficial enough to bother with in terms of functionality.
I've been targeted by KLOUT for a few TV promotions in the past. While I do talk about TV a lot on Twitter, after closer inspection of @KloutPerks I saw that they were reaching out to many prominent social media peeps I know who do not talk about TV. At that point I realized KLOUT isn’t reaching out to people based upon specific areas of expertise. They’re just reaching out to anyone and everyone with a sizable social graph – which is what you experienced. The tools exist to parse groups by interest (whether KLOUT has them or not), so I suspect these promotions are not targeted better because they just don’t have critical mass. KLOUT needs a large list of people to sell their services to brands. It’s direct mail list selling Web 2.0 style. I’m sure it’ll improve over time, the question is whether or not brands will waste money or damage their reputations by reaching out to the wrong people – as happened with you. In the meantime, I hope KLOUT keeps the TV promotions coming my way. I love the Nike dri-fit shirt with the small Southland logo on the back (even if it is a men’s size). I’m actually a big fan of the show and have tweeted about it.
Toggle Commented Feb 3, 2011 on Targeting Influence at Logic+Emotion
The answer to this question is a no-brainer. Yes, you should include them AND you should make sure that whatever people find out about you there is helpful to your career. If the information isn't pertinent to your professional career, then your real name shouldn't be attached to the accounts. Go with a pseudonym. The fact is, even if you don't include your social networks on your resume, employers will FIND them. Not including them on your resume will just make you look clueless. Obviously, there are exceptions to this. If you work in a profession where privacy is important (doctor, lawyer, etc.), then it may not be relevant. But in that case, is anyone really going to hire you on the basis of your resume? BTW, you do have some control over what Google displays about you. That control comes in deciding where and how to participate on the Web. For example, most business people who are looking for a job should have a Google profile. That will always show up on page one of your Google search results. That’s a great place to put your resume and links to your social profiles. You can see mine at: http://www.google.com/profiles/carribugbee. All your profiles on social networks will rank high in search engines, so if there is stuff you'd rather employers didn't know about you, joining a lot of networks and participating in a way that's reflective of your career-related knowledge is a good way to ensure those undesirable results get pushed way down. @CarriBugbee
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Feb 13, 2010