I thought my next step in this experiment was to start drafting metrics so we can decide how successful we’ve been when we’ve done it; but according to this post from Tod Defren I still don’t get it:
More and more clients and prospects understand that it’s impossible to bully your way into winning friends and influencing people; they understand the need to slow down, to listen, engage and empower their community peers.
But too many clients think about Social Media in terms of campaigns instead of long-term commitments.
Too many fail to understand that direct engagement with the community has the potential to realign their entire way of thinking & acting across the board. Too many see Marketing as being still-in-control, and use “metrics” as a way to prove it.
I don’t advocate marketing without metrics. But the rules are changing. And if not all agencies have figured that out, it’s probably also true that many marketers’ expectations have not necessarily kept pace, either.
Right, then. Back to the drawing board…
