No ROI from your Social Networks? Change the Channel
If your marketing department hasn't gotten the results you expected from your social networking by now, it probably never will. It's not their fault. It's just the wrong channel. I'm a digital marketing consultant who spend his days as a social media strategist, write a syndicated column on social media, have authored social media best practices eBooks, and by some standards, am a pioneer in social media. And I consider myself a social media student as you can't be much of an expert on what's been around for such a short time. So it always puzzles me when a client reaches a frustration level with the results, or rather the lack thereof, that they are achieving from their efforts. They'll say: "I've got my Facebook, Twitter and YouTube pages up. And I'm paying some kid to write content and post and tweet and blog and...I'm not seeing anything." Sound familiar? Measuring ROI on social media certainly is possible though since there...