Comments on: Seven Steps To Staying Socially Top-Of-Mind http://thebrandchef.com/2009/08/seven-steps-to-staying-socially-top-of-mind/?utm_source=rss&utm_medium=rss&utm_campaign=seven-steps-to-staying-socially-top-of-mind Let's Get Cookin' -- The Brand Chef Helps Spice Up Your Brand! Wed, 23 Nov 2011 21:21:44 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Andrew http://thebrandchef.com/2009/08/seven-steps-to-staying-socially-top-of-mind/#comment-265 Andrew Tue, 18 Aug 2009 23:42:59 +0000 http://thebrandchef.com/?p=918#comment-265 Thanks, Bruce! I think you hit a couple of really good points. Tracking and measurement with goals in mind is imperative. Measurement just to have numbers to look at in the next board meeting is pointless. There needs to be a means to an end, and with measuring social media, ROI is so subjective that not setting the criteria before hand would be irresponsible. Thanks again for stopping by the kitchen. I hope to hear from you again! (off to see your blog now.) Keep Cooking! Andrew Thanks, Bruce!

I think you hit a couple of really good points. Tracking and measurement with goals in mind is imperative. Measurement just to have numbers to look at in the next board meeting is pointless. There needs to be a means to an end, and with measuring social media, ROI is so subjective that not setting the criteria before hand would be irresponsible.

Thanks again for stopping by the kitchen. I hope to hear from you again! (off to see your blog now.)

Keep Cooking!
Andrew

]]> By: Bruce Philp http://thebrandchef.com/2009/08/seven-steps-to-staying-socially-top-of-mind/#comment-264 Bruce Philp Tue, 18 Aug 2009 22:36:02 +0000 http://thebrandchef.com/?p=918#comment-264 Good, simple, clear advice. Nice piece. Just one thing I think deserves more thought by all of us, and that's measurement. Two reasons: One is simply that this whole aspect of branding is so new that we don't have tools for some of it, and in other instances we don't know if we're measuring anything that ultimately matters. I think that a healthy spirit of experimentation is essential to this, especially given that it's often time - not money - that you're gambling. The second is that there is a tendency in marketing to 'measure' tactics in isolation, when, in fact, it's always a system of tactics that gets things done. It's very hard to assign an ROI metric to tactics where cost, mission criticality and financial leverage can be utterly and completely independent things. This is an age where we need inventors, not bureaucrats. Thanks! Good, simple, clear advice. Nice piece. Just one thing I think deserves more thought by all of us, and that’s measurement. Two reasons: One is simply that this whole aspect of branding is so new that we don’t have tools for some of it, and in other instances we don’t know if we’re measuring anything that ultimately matters. I think that a healthy spirit of experimentation is essential to this, especially given that it’s often time – not money – that you’re gambling.

The second is that there is a tendency in marketing to ‘measure’ tactics in isolation, when, in fact, it’s always a system of tactics that gets things done. It’s very hard to assign an ROI metric to tactics where cost, mission criticality and financial leverage can be utterly and completely independent things.

This is an age where we need inventors, not bureaucrats.

Thanks!

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