The enthusiasm for social media (and especial taiwan email list ly Twitter) has been stronger than ever, but we all seem reluctant to dampen that enthusiasm by talking about an uncomfortable fact - very few of us have really found a way to measure social media success. Sure, there are internal metrics for any given platform – Twitter followers, for example – but without something external to tie it to, those are little more than high scores in the social media video game.
The B-word Of course, the default answer is always "branding". Unfortunately, much like "engagement", branding is too often just a distraction, an intangible excuse we use to avoid the fact that we have nothing to measure. Ironically, during a session that had nothing to do with social media, I heard something close to an answer during Q&A. No matter what you think branding is, find a way to measure it. Here are just a few possiblities: Direct brand mentions Links with brand-related anchor text Branded search volume Where's there a number, there's a path to calculating ROI.