Ian Schafer points us to a great article/discussion over at Adweek on the metrics of Social Media. In my opinion, this is one of the biggest issues facing the industry right now. The largest advertisers (like P&G) have embraced the traditional aspects of social media, putting up banner ads on MySpace, etc. We are experimenting in order to figure out how to fully embrace social media but measures are the struggle in order to get total buy-in. As the article points out:
That makes it hard to compare data from social media with other measures, said Marcel Lebrun, CEO of Radian6, a social media tracking firm. “The online ad world has page views, impressions and clicks,” he said. “That kind of thing doesn’t exist yet” in social media.
I highly encourage you to read the full article here. Also, I would love to hear your thoughts on how the industry should think about social media metrics? How can we overcome the hurdle?