Success in Facebook marketing often requires rethinking how to define return on investment.
That does not mean, however, that the tried and true measures should be summarily tossed in the trash to make room for new benchmarks. Nor does it mean brands should attenuate their expectations because “social media is so new and changing so rapidly” or “the metrics you need are difficult to obtain.”
I have seen a number of brands default their success assessment and – oh, horror – design their initiatives against readily available metrics, rather than what is relevant to their overall business objectives. “We can measure Facebook Likes, so let’s do what we can to get lots of them. If we get more likes than our competition, we have a successful social media program.”
That a parameter is available does not mean it is always relevant any more than if a parameter is difficult to measure it is not worth pursuing. We are flooded with data that is worthy of the investment in collection and analysis to help us determine whether our social media initiatives are paying off.