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Page 7 of 7
Just Do It!
Nevertheless, some marketers argue that, whatever the goal of social media, you need to measure the results. Of this mindset is Jacob Morgan, who in October 2009 on wearesocial.net wrote:
“The definition of ROI is money in vs. money out; there are no questions about it. Non-financial returns should not be referred to as ROI but as Impact from social media efforts. Sometimes impact is enough for a company and sometimes they want ROI. It depends on what the goals of the company are; but at the end of the day if you can't measure it; then you shouldn't be investing in it.”
Lena West blithely advises marketers not to worry too much about how to measure, just do it. On socialmediatoday.com on
December 3, 2009, West says:
“If it comes down to that, who cares what you measure really? Just measure something ... anything ... to get this gravy train rolling!”
“Stop waiting for someone else's recipe to tell you how your food is supposed to taste,” says West. “Create your own recipe.”
Beth Harte, on the other hand, believes social media, like PR in general, will continue to resist measurement. Said Harte on mpdailyfix.com on November 24, 2008: “The measurement of social media, my prediction anyway, is going to fall along the same lines as PR measurement (which, by the way, is still trying to be figured out all of these many moons later).”
Thus, round and round the ROI debate goes. Some think you should measure, some think you shouldn’t. Some think you can measure, some think you can’t. Some think you should measure this, some think you should measure that.
Said Sandrine Plasseraud on wearesocial.net on October 7, 2009:
“The frustrating thing is that measuring the ROI of social media is tricky (as Scott Monty, Ford’s head of social media famously said “What’s the ROI of putting your pants on in the morning?”).
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