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

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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

Infobesity and the social media diet

By Dianne Bayley

While I’m highly animated about the remarkable ways in which we can communicate these days, I’m also starting to look at how much information we access daily, and where it all goes once my head is full. Probably to my hips . . .

For many, a typical day starts with switching on the TV or radio at the same time as the coffee machine. It’s not enough to be greeted with a blast of world news and three strangers in your bedroom hosting a morning show – they run tickertapes while everyone’s talking, just in case you miss a bush fire or some other tragedy you can mourn before you’ve had your first cup of coffee. Continue reading

What price social media (non)management?

By Dianne Bayley

In a recent article posted on socialmediatoday.com, social media expert for CBS News and founder & president of Resonate Social Eric Harr says that, while it will be a massive growth industry in the next few years, very few companies (or people) know the art or reputation management.

Importantly, even fewer companies or brands in South Africa appear to be looking at social media – and online reputation – management as an investment, as they would marketing and advertising. Seems many are happy to hand social media over to a techie or a junior member of staff, when they wouldn’t dream of having these people in charge of their advertising campaigns.

Harr says: “You may have spent untold amounts on branding, website design and corporate communications, but these efforts pale next to the hundreds of millions of people sharing ideas and opinions in social media. They are talking in public about companies – and in doing so, they are defining brands. You need to accept this reality  – and not cavalierly disregard ‘brand management’ as a ‘nice to have’. It’s a ‘gotta have. Right now.’” Continue reading