Hasta La Creative!

Some say we can’t value social-marketing efforts directly. Others claim that if we can’t attribute a return on investment, we shouldn’t be doing it. But maybe we’re all missing the point. Maybe the problem is not whether social value can be measured in dollars. Perhaps the issue is that we can’t measure in dollars objectives that weren’t intended to be profitable in the first place.

Most CEOs and CMOs have a clearly defined objective to make money for their organization. Yet most social-marketing programs are still designed to create engagement, gain followers or generate Facebook likes. It doesn’t take a rocket scientist to realize that there’s a disconnect there. Getting to an ROI figure from most social efforts doesn’t take better analysis tools — it simply takes the inclusion of objectives that are centered on generating profit.

Customer loyalty, advocacy, engagement, interest and awareness are all important in the marketing funnel, but the assumption that they supersede the “baser” activity of selling is pure hubris. If customers don’t also desire “buying” relationships with us, then we have no business being in business.

Continue reading at AdAge.com