Measuring ROI of word of mouth – really?

By Dianne Bayley

Just as I’ve never understood how anyone can assure an advertiser that his billboard has been seen by X number of people – rather than just cars driving past, if they’re counted – I’m finding it difficult to believe the number of companies claiming to be able to give you the ROI on social media exposure.

No matter how many “matrix”, “metrics” amd “measurement” terms you use, it’s virtually impossible to give an exact return on investment from a Facebook page or Twitter account. Ask yourself this: “How do I measure word of mouth advertising?” When you find the answer to that question, let me know. I, for example, have installed a handy little program that prevents me from being counted by the plethora of “analytics” programs running on every page I visit. In fact, I can see exactly which ones can no longer count me every time I visit a new site online. Continue reading

Anonymous online abuse: it’s all about crabs

I wrote this a few months back. With every second social media post now slamming “the wealthy” (whatever we individually percieve “wealth” to be, it may be appropriate to publish it again here . . .

Many years ago I heard a story about why fishermen never need to put a lid on a barrel of crabs. Apparently, when one crab climbs up the barrel and heads toward freedom, the rest pull him back into the barrel.

Now, this is only a good story if you’ve come across crabs, not those of the fisherman or even those that require medical attention, but those that populate the very places you think you’re going to find delight, and perhaps, someone to share it with you.

Continue reading