“Traditional media advertising is incredibly expensive and doesn’t provide nearly the rate of return you can derive from intelligent web-based marketing campaigns in 2008 and beyond.”
Speaking of Brand names and the efficiency of Social media, the last guest speaker in class, Alison Byrne Fields talked at length about how the president elect Barack Obama has been able to use social media(blogs, twitter, Facebook, etc) as a tool to sell his brand (personality and product). He was able to convince the American people and the world at large that he was the right candidate to take the US to the next level. Also in her post, Alison talked about four reasons why Obama should keep using social media in the future. This is to say that the returns from his campaign has been great and his customers(the people)want more connection. Specifically,the people have expectations to be met by the brand(Obama)
ROI measurement isn’t just about money for individuals and companies. It’s about what the party set out to achieve before embarking on the use of social media tools. Barack Obama did not set out to get money. He wanted to make a change from the normal status quo using social media and web 2.0. In the article, What is the ROI for Social Media? By Jason Falls, Joanne Puckett sums up my points by saying
“If your goal is to participate in the conversation, to enhance your relationship with your audiences and become a trusted member of the community that surrounds your brand, then your measures should prove you’ve done those things. Your ROI is what you got out of the conversation, not what you got out of their checkbook.”
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