Many businesses and organisations are avoiding using social media and networking because they feel they cannot measure its effectiveness, and worse, do not believe there is any solid return on investment. We frequently find ourselves consoling frustrated marketers that are desperate to inject social media into their business but cannot convince their directors of the benefits.

Our response to the ‘directors’ negative mind block – How does your boss measure return on investment when attending networking luncheons or participating in Associations.

Done correctly, social networking on sites like Twitter or Facebook is really no different – you don’t measure participation based on direct sales, you measure success based on identifying one potential strategic partner, acquiring one actionable bit of advice, or striking up a conversation or two that may eventually lead to developing a new customer. That kind of sounds like a set of solid networking objectives doesn’t it?

Put simply, there simply is no ignoring or escaping social networking. It’s a simple and highly effective extension to your marketing and business communications.

This entry was posted on Thursday, July 30th, 2009 at 22:05 and is filed under Blog. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.