Social Media Talks but Not Stats
November 1, 2009
“84% of Social Media Programs Don’t Measure ROI” provides some insight into the hopes of social media fans. Lots of talk but little data. For me, the most interesting passage was:
… Some professionals or companies are adopting social technologies without having a way to actually measure how effective or useful the measures actually are. In fact, 84% of respondents said they don’t currently measure the ROI (return on investment) of their social media programs.
Those Enterprise 2.0 champions are looking for a silver bullet to fix the problems of their Enterprise 1.0 predecessors.
Stephen Arnold, November 1, 2009
To the House Appropriations Committee: No funds were appropriated to pay me to write this item.
Comments
3 Responses to “Social Media Talks but Not Stats”
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Social Media and Enterprise 2.0 are not the same thing. Social media (esp. content covered by mashable) is primarily focused on marketing/branding/customer communities. Enterprise 2.0 is more internal than external-facing.
That being said, ROI is still difficult to prove inside the Enterprise, but is not the best metric for proving the efficacy of e20 initiatives.
I think Susan Scrupski is correct. Social media is more general than enterprise 2.0. Enterprise 2.0 is about using web 2.0 within organisations according to MacAfee first definition. MacAfee added that the use of web 2.0 within organisation, between organization and their partners and customers.
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