Social Media ROI: You’re Popular? So What

You’ve met these folks. The ones with 2 million followers, 1.2 million people who like them on Facebook. And those with a Klout score 5 times higher than you. Cue the musical medley. Do you hear it? It’s the sound of Kristen Chenowith … ah yes, that’s “Popular.” But really, what does it all mean? Should we measure our worth by the number we wear?

Last month, I attended a KC/IABC program on ROI. In this discussion, one of the presenters exclaimed, “Measurement is easy! Social media measurement is easy!” The room fell silent, as we all said to ourselves, “Well, if it was easy, 60 other people in this room wouldn’t be here.”

Measurement is not easy, and social media measurement is especially in question. There is no consistent model and no one is right, meaning no one is completely wrong. So, what do you do if you’re implementing or thinking about implementing social?

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