There’s just one problem which requires solving to finally put social media/buzz/community marketing people in a position to easily justify investment and resource.
We can all measure the splash of a promotion dropping into our worlds.
But what we need to do is be able to measure the quality and quantity of every ripple it makes, and everything else it disturbs, and combine all those measurements into one, simple, and hopefully big, number.
Until digital and social media advocates are in positions of responsibility in large companies around the globe – that’s what it takes. And to get to that position, you have to either accommodate the measures of the old school, or start a new firm and grow to the size of a global megacorp. In the meantime, we need to be famous to 15 people for quality,
and still show we can also reach 15,000 with anything down to the merest 5th hand whisper.
The problem is, measuring every single effect of even a single conversation is near impossible. But the closer we strive to it, the more influence and reach we can report back.
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