Erstwhile commentator David Murray (recently named editor of Vital Speeches of the Day; congrats!) has written about his struggles with the demands of social media, the Twitter, Facebook, LinkedIn and gosh-knows-what’s-new, appealing to Internet pioneer Shel Holtz for help. Shel answered David’s flare and David has since replied on Shel’s blog. The conversation briefly examines the need for social media measurement, and I’ve added a comment to the polite fray.
The substance of my offering is that social media measurement should not stop with output, or the immediate result of the output (Web traffic, comments on postings, etc.) It should, as with any other communication activity, show some kind of impact on business objectives, whether financial or reputational.
Read the Murray-Holtz material and weigh in — is it reasonable to hold social media to similar account as other communication tactics?
Follow David on Twitter @TheMurr; Shel is @Shel. I’m @CommAMMO.
Tags: @commammo, Blog, communication, communication experts, communication messages, communication methods, communication vehicles, effective communication, evaluation, measurement, PR measurement, Public Relations, reputation management, Social Media, Twitter