Stop Trying to Measure Social Media ROI | Business 2 Community

Too simple? Not really. Social is fragmented. The Conversion Funnel was created to compensate for the fragmented system, but marketers still must ask how they can reach a user at the first stages, what users are thinking, and how marketers can attract them. For the first time in marketing history, it’s possible to say that the consumer gives all of the answers through social media. If an inbound marketer can measure the conversations online regarding a need, and analyze the experience of those interactions with a brand or service, then can they can start to see their overall influence. At that point, the battle is half over and the fragments can be formed into a full picture.

Can we measure that and meet the customer where they are? YES.

Considering this information, can we say that social is ineffective? The answer is a resounding NO.

via Stop Trying to Measure Social Media ROI | Business 2 Community.