[tweetmeme] Measuring social media and ROI are hot topics right now. Hotter than hot in fact. I have my own framework for measuring activity both on and offline (which is constantly developing), however I rather like this one by Richard Pentin which both explains his framework and gives a handy example. How are you measuring your activities?
[slideshare id=4128972&doc=iabmeasurementframeworkforsocialmediafinal43-100517154611-phpapp02]
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I agree on the need for benchmarking and KPIs, but I wonder if benchmarking against competitors is always a good thing when considering new marketing channels such as social media. For instance I work in the academic publishing field and I know that the use of social media but my competitors is pretty average at best, so benchmarking the performance of our social media against them might not be that useful.
Perhaps benchmarking against other marketing communications channels and other industries are relevant to – always better for aim for best practice rather than copying poorly performing competitors I think.