I’m not about to tell you that you shouldn’t bother counting how many times your content was re-tweeted.
I’m not going to tell you to ignore the Klout score of the “top RT’ers” starring in your communications program.
I’m not saying that that data is unimportant or uninteresting.
I’m just saying that we are years away from the point at which the Board of Directors and the CEO look at your marketing results and say: “Wow, 700 retweets? Awesome!” or, “Oooh! We got a tweet from Ashton Kutcher!”
You and I both know that those 700 RTs might represent a reach of millions.
But then, “How many people clicked?” … “How many of those clicks led to conversions?”
You and I both know that a tweet from Ashton Kutcher alone reaches millions, and that he is fairly closely watched not just by 14–year old girls (exciting if you are a B2C company) but also by the tech-set in Silicon Valley (exciting if you are a startup looking for VC funds).
But then, “How many people clicked?” … “How many of those clicks led to conversions?” … “Do we really want our brand affiliated with Ashton Kutcher?”
I am not saying that all top execs obsessively focus on Social Media ROI. In fact, I had a chance to ask a few Fortune 500 brand managers how they measured “Success in Social” and not one of them felt any pressure to prove sales impact (more on this in a later post). But in the end, anyone in the company who knows how to read a spreadsheet is going to wonder more about “conversions” than “tweetreach.”
Posted on: October 17, 2011 at 8:32 am By Todd Defren