tag:blogger.com,1999:blog-4694541255479307084.post2191121582809436133..comments2023-09-24T15:33:07.838+01:00Comments on The Opposite Direction: Social Media ROIAnonymoushttp://www.blogger.com/profile/06331144515258819054noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-4694541255479307084.post-46982091532060071782010-08-22T19:59:17.484+01:002010-08-22T19:59:17.484+01:00Hey, thanks for your comment. I agree completely a...Hey, thanks for your comment. I agree completely and I'm not sure if the industry will ever get there. But, because it is new and untried by some brands, we will always get asked to compare it to traditional forms of marcomms. <br />I think linking it to a business objective is always preferable. The difficult bit is showing how it affected a business objective, when so many other variables can have an impact.Anonymoushttps://www.blogger.com/profile/06331144515258819054noreply@blogger.comtag:blogger.com,1999:blog-4694541255479307084.post-72214696882364865942010-08-16T21:51:09.821+01:002010-08-16T21:51:09.821+01:00The IAB have been tackling this issue for some tim...The IAB have been tackling this issue for some time prior to the social media revolution and our industry is far more fragmented now than ever, so achieving an acceptable measure to all is going to be tricky even more for agencies and community managers fighting for an appropriate allocation of budget. I think your thought process is sound - but do think the key is a standard currency which Press, radio and tv all have. <br />The key for me is link the activity to the digital objective at hand:<br />SEO, Sales, Increased conversations online etc...<br />And if that fails remind them why Pepsi opted for a large scale social media CSR campaign as opposed a SuperBowl TV ad!! ;)Fezzerhttps://www.blogger.com/profile/03381302099988388556noreply@blogger.com