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Does Web 2.0 Really Merit Different Metrics from Advertising?

This blog post is a rumination,  I'm thinking about how we do social media for clients and how we prove its value to them. Does web 2.0 really merit different metrics from advertising?  Really?  Really?  (inside joke)

That begs another question, since social media is viral online PR: Should PR should be measured differently from advertising?

I hold advertising to the KPI's of CPA and ROAS.  But many voices in social media plead for the use of other interim metrics like reach, impressions, friends, and so on.  I'm loathe to accept metrics that don't give the client some sense of their advertising ROI.

In seeking the answer to these questions, here are some good resources I've discovered:

Social Media
Measurement Ideas, Blogs, and Blog Posts:

Monitoring:

Distribution:

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