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August 23, 2010

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Melinda Guillemette

Michelle -
The talk about ROI on social media sounds exactly like talk we've been engaging in forever on professional services marketing as a whole.

Seems to me that any tactic undertaken without a strategy behind it -- even if it's a measurable tactic -- is going to be less successful than those undertaken with forethought.

You're completely right when you imply that social media are just arrows in a quiver, some of which will be more quantifiable than others. Just like marketing as a whole. Best to avoid "ready, fire, aim".

Michelle Golden

It is the eternal question, isn't it? You probably often see what I do... that the problem with the demand for ROI measurements in firms is twofold: 1) it's usually an afterthought when people become frustrated with time/money spent and wonder when or if they'll ever see a return, and 2) the common mistake of not having obtained baseline measures (e.g., today's revenue by sector) and set specific objectives (e.g. desired addt'l revenue by sector) at the start.

Barry

Michelle - This is great information. Thanks for passing it along.

Michelle Golden

Thank you, Barry, it's my pleasure. Thanks for sharing with your colleagues. :)

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