Recently, clients have been asking me how they'll know if our community managers are succeeding in their craft. To me, that answer was simple. A healthy community. That means the community manager is doing well, right? Well sort of. Thanks to some smart thinking and...

In the immediate aftermath of the now-epic Old Spice Guy YouTube response campaign, Facebook fan interaction spiked by 800%, the brand's Twitter following grew by 2700%, 1.4 billion impressions were generated, and more importantly, product sales surged 27% over six months to establish Old Spice...

In my first post on this topic, I outlined four different approaches to calculating social media return-on-investment (ROI): Direct, Correlated, Relative, and Proxy. There's a reason for that order: if you can calculate direct ROI for any of your campaigns or programs, and it's not...

It has become the great debate in social media marketing: "What's the ROI? How do you measure it?" Or more directly put: "Does it work? How can you tell?" Beyond being a hot topic for pundits to debate, social media return-on-investment (ROI) is something we...

Number one: What's your objective?

Number two: How are you going to measure it?

These two questions aren't revolutionary - they're among the first questions that should be asked at the start of planning for any new project. Yet they often seem to get...

I read a post from Jake over at 10e20 blog recently with a promising title, “Social Media Marketing is NOT a Direct Response Channel.” I could not agree more. Jake’s point that you should not expect social media to compete with your direct...

Today I will attempt to answer the third question in my “Marketer’s Foray Into Social Media: How will my social media campaign be measured?”, the ever-so-present question of social media measurement....