Don’t ever let anyone tell you social media returns can’t be measured, because any inbound marketing specialist can show you multiple ways to measure the effectiveness of your tweets and facebook updates, your ads, blog posts, and article submissions. The challenge of social media is more complex: yes, we can track the numbers, but what do they mean? Is it always true that a spike in website traffic means a spike in sales? Not even close, right? Is it true that a great score from twittergrader.com means your website traffic has increased? Hardly, as we all know.
In a way, there are so many tools for measuring your inbound marketing efforts that they get in each other’s way and tend to confuse us. Deciding which indicator to work with is, in itself, a daunting task. What tells you most accurately how your brand is performing: productivity, comments, stats, traffic, conversions … ?
Is there always a direct correlation between business success and marketing returns? Not necessarily, right? You can be popular without profiting monetarily from it.
The internet lets us pretend that we can measure communications. But we shouldn’t let that illusion fool us into thinking the stats don’t lie.