Traditional Media ROI - Just As Hard To Quantify?

We put a lot of value on landing a mention or story in a big newspaper like USA Today. Once we make it into a big newspaper, we have hit the jackpot. Everyone will hear about us. Millions read that paper everyday, which translates to lots of exposure for our brand or product. There has been a lot of talk about the ROI of social media lately and yes, it is hard to measure, but is it harder to measure than that of traditional media?

Consider the following funnel: I subscribe to the newspaper > I actually read the article with your brand name > I actually remember the brand name > I use the info in the article to make a purchasing decision.

My argument is this: it is just as hard to measure true ROI in traditional media as it is with online or social media. Sure, lots of people subscribe to USA Today, but everyone does not read and soak in every single article or advertisement. They skim. They pick and chose. They filter. A newspaper readership with 100,000 subscribers does not mean that 100,000 people saw your brand name, let alone used the info to make a decision that effects your profit.

Are we too comfortable accepting the ROI measurements for traditional media?

Stay in Character for Blogging's Sake

No one knows yourself better than you, so why second hand your content, or “ghost write” it? Companies and icons attempt to cut corners when it comes to building community online—simply by using another’s voice.

Kanye West blogged… somehow behind bars. (Funny - I didn’t know guardsmen allowed laptops). Is Britney Spears really on the microblog Twitter? You be the judge based on the content.

Brand deficit may be a realization for Mr. West, but Britney will be just fine. A poster child for ChumbaWumba’s “TubThumpin,” Ms. Spears is a perfect example of brands never being kept down, those only leading to more fame and fortune.

I’ve come across a lot of social platforms with great attempts at brand tenacity, though I have to say _S_A_R_A_H_ on Twitter stays in character, thanks to some great PR brains. Part of the hit Sci-Fi series “Eureka,” _S_A_R_A_H_ can hold a brand identity all her own and needn’t apologize for her @ replies to marriage proposals. We can all learn a valuable lesson from _S_A_R_A_H_. Stay in voice whether you’re a celebrity, avatar, or a Self Actuated Residential Automated Habitat.

Take The Next Step

While this post may not be entirely about social media, it may be just the thing you need after returning from a holiday break. Seth Godin is offering a unique opportunity for a 6-month unpaid internship in New York. The idea is to give a valuable experience and education for people who want to push themselves forward. Please go to Seth's blog and Squidoo page for more details.


These days, I'm agreeing more and more with Gary Vaynerchuk's musings on pursuing your passions ("You are a loser if you don't like your job").

Maybe this internship is just what you need to take that next step.

Tweets… For a limited time

Brand cereal special shapes...items on the fast food menu...and then there's Twitter accounts.

As microblogging platforms continue to explode, so do internal marketing/PR tactics on how to get the most bang (or should I say no bang) for your buck on Twitter. The most popular strategy: supplying lots of tweets, but providing the means to an end in building a brand.

Observe the constant Twitter banter between @GOPmccainwin and @BarackObama. Both candidates were in high stakes competition over maximizing one another’s political influence through quality tweets. After November 5, it all came to an end. The question is: should it have stopped? For McCain – perhaps… President-elect Barack Obama – a big hearty “no.” Since the tweeting did cease and myself and many others continue to get Mr. Plouffe’s e-mails, what are followers thinking of Mr. Obama now? Too busy? He's not Tweeting!

Then there’s another side to this: seasonal tweets. How many companies have asked you to jump on their bandwagon – to buy this laptop for this great value, or in general, just providing you tweets on what they are doing for the holidays? So far I’ve met up with @HPHolidayCheer. What are they going to do post-holiday? I’m dying to find out.

What do you think? Will brands receive backlash for limited time tweets if Twitter is at the bare essence a way to reach your consumers direct and with haste?

One last thing- Happy Thanksgiving!

Twitter is a High Trust Society

You just took a leap of faith. That link you just clicked from Twitter could have been a virus, spam, or led you to some porn site. How would you have known? The origin of the site was disguised in a URL shortener.

Twitter has a very high trust rate at the moment. Why is this? Probably because you feel as though you know the person who sent the tweet. But how well do you really know most of your followers, especially those of you following 2,000 people?

Another reason is that no one has broken the trust established on Twitter. No one has yet to post a virus to Twitter that has spread (that I know of).

Do you only click on links from people you know? Or have you been just clicking on whatever looks interesting?


Experiment:
If you found this via Twitter, tweet the twurl link below to your profile and we'll track how many people on Twitter click a blind link. Lets get a discussion going:

http://twurl.nl/7c6x37