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Chapter 25

The Disparity Between Social Media Adoption and Measurement

But, if you are not actively measuring or nor sure where to start, you are not alone.

A survey conducted by Mzinga and Babson Executive Education in August 20091 revealed that 86% of respondents to the survey of professionals from a variety of industries said they had adopted social technologies. 57% stated that were using the tools for marketing, 39% implemented social programs for internal collaboration, 29% reported using social technologies for customer service and support, sales accounted for 25% and human resources represented 21%.

However, despite widespread adoption of social media among businesses, measurement lagged across the industry. Of those who engage in Social Media programs, only 16% of respondents employed an ROI measurement program with 84% not measuring ROI at all.

Interpret surveyed 9,200 Web users to learn how they interacted with advertising. The survey uncovered profound differences between Twitter users and those who used at least one other social network other than Twitter:

  • Twitter users were twice as likely to report rating or reviewing products online (24% to 12%)
  • 20% of Twitterers sometimes click on ads, compared to just 9% of non-users
  • 20% of Twitterers reported visiting company profiles or web sites, almost twice as much as non-Twitterers (11%)

Engaging without analysis is akin to driving aimlessly, without direction or purpose.

Measurement is the key to relevance and future successes.

Change agents assuredly inspire transformation and progress. To truly catalyze long-term change and meaning, they must also champion the quantification and evaluation of participatory marketing and service. Those who can convert the new world of digital opportunities to traditional forms of value will earn the attention, support and affiliation of decision makers.

Cover Story

A note that explains the imagery on the cover is in order.

One of the themes of this book is that relationships are not isolated in nature even though they’re distributed. They are formed and managed through interaction and attention. And while our professional and personal affiliations, relations, friendships, and alliances expand and contract over time, we those we choose to cradle, accompany us as we traverse throughout life. Common interests and passions bind us and as such, our profiles and presences in social networks are reflective of an intertwined series of alliances and ties. We’re connected and interconnected forming one human network that essentially strings us together, regardless of network or geographic location.

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