Prospero Technologies has released the findings of a study that says nearly a third of Web marketers plan to increase spending on social media in the years ahead. Like us, Prospero is in the social media business so our companies are always very happy to hear that sort of data.
What’s troubling though is that measurement of social media remains a foggy concept as stated by participants in the report. That’s too bad because there are many good ways today measure the impact of social media initiatives.
Forward-thinking brands already understand the value of participating in social media - and not just for the sake of participation. They’ve either developed or are developing strategic internal processes to understand the impact of what we call Actionable Social Media on their bottom lines. That means knowing exactly how and when to participate and tying it back to corporate and product line business objectives. Sterling Hager has an interesting take on this issue too.
By defining actionable reasons to participate based on the culture of your company it becomes a lot easier to figure out how to join and measure this new era of Internet communications.
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