The Case for Social Media cont.
“Although influence and engagement is vitally important and of course we don’t want to build up large numbers of fans and followers and then push them away with uninteresting news and irregular posts, what we really want to know is ‘will this post lead to a sale?”
It is the question (and answer) we all have to come to as marketing communication managers. How do we prove the worth of our reach in social communications? How do you truly determine the worth of millions in reach when the ROI for a final sale is fuzzy? When looking through endless amounts of google analytics, tweetdecks, hootsuites, tweeps, and various other tracking devices- it all becomes a little overwhelming.
Malcolm Cowley writes the article With Social Media, Should We Settle for ‘Return on Influence’ When We Can Have ‘Return on Investment’? and ventures to answer this question.











