I have been doing a lot of research on social media and its value, and I think it is interesting how many businesses want to leverage it to make money. The problem they come across when doing this is that they don’t know about the commitment social media requires to make it effective. It is not just about slapping up a blog or facebook fan page, its about building relationships with people.
Very true. Helping them with the proper use of measurement tools like Google Analytics and its Goal Tracking can help prove the ROI on these efforts. For example of 50% of inbound traffic from Facebook leads to purchases (or whatever the goal), yet 1% of inbound traffic from Twitter accomplishes the same goal, then the commitment to Facebook is showing a much greater payoff.
