Online marketing is of course a new phenomena, when compared with most other forms of marketing, and with it being in its infancy we’ve all got to be prepared to adapt to new ways of thinking on a regular basis.
That’s not a bad thing, it just means that as marketing platforms mature, you need to stay on top of results tracking to ensure you’re not reporting on metrics that are outdated or mis-representative of results.
Social Media Marketers: I’m looking at you!
We’ve all been there, sat in a meeting with your boss, or client, and they’ve said something like: “Our competitors have got 40,000 Facebook likes and 20,000 followers on twitter more than we do, we need to double down on our Social Media!”.
Let’s be perfectly clear, tracking social media based on likes, or follower numbers, is a pointless metric. For a start, both can be easily gamed, but increasingly platform are moving towards more sophisticated content targeting which for many companies means their chances of getting an ROI out of social media is significantly reduced.
