The measure of social

Last week’s cover feature by Lucy Handley on benchmarking social media caused quite a stir. For the full debate see www.MWlinks.co.uk/SocialMediaBenchmark

The C-level executives do have a good point – better, more consistent metrics are needed to validate the engagement of social media as a channel to connect with key audiences.

But, looking at the stats for even relatively new platforms like Pinterest, this demonstrates the incredible potential to drive traffic through social platforms.

The brands that get on board the social engagement vehicle now will be in a far better position to turn audience engagement into action than will the late majority or laggards.

It is the job of the communication agencies, however, to better advise and support clients in the process of finding the right channels to connect more effectively. Something few are yet doing.

Alex Luff

Was this poll conducted with marketers living and working in the last century? It all seems very shortsighted. Almost akin to saying Facebook is a foolish and ineffective way to communicate, or that smartphones are a passing fad.

We need to appreciate the bigger picture – that social media channels are a driver and tool to instigate action and a two-way dialogue. And that usually segues very effectively into customer acquisition.

Alison Jacobs

Phones4U’s Jeremy Waite is right when he says the biggest failing around social media has been the ability to define/include metrics which actually mean something to the business. Reporting metrics “just because we can” serves little purpose to a head of e-commerce who quite rightly has their analytical hat on.

If the plethora of tools has taught us one thing, it is that there is more than enough data available – people just need to interpret it into something of value.

Paul Fabretti

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here