Wednesday, April 18, 2012

Measuring B2B Influence, The Challenges of Social Media ROI, and Other Fairy Tales…

Over the last 24 months, a number of tools have crept up promising to measure your influence in social media. These tools all take some core measurements (followers, retweets, mentions, etc.) across your social networks and then attempt to tell you how influential you are in social media. Some go as far as to assign a score or identify what topics you may be influential in. Some use a black box algorithm. Some use a more straight forward charting/graphing approach. At this stage, for most B2B marketing purposes – as far as I can tell – it’s all a crock.

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