Interesting article that discusses key point that Forrester has defined to help social media user learn how to market the right way using social media.
Has your company spent seemingly countless hours tweeting on Twitter, networking on Facebook and writing the company blog? Have you found yourself wondering if it's all a waste of time? Maybe that last Facebook fan page contest saw fewer entries than you'd hoped for, or that last Twitter-only coupon had fewer redemptions than you'd expected, but perhaps that's not all that matters.
According to the the latest report by analyst firm Forrester, many people are looking at the face value dollars and cents of social media marketing and, put simply, they're doing it wrong. Beyond clicks and coupon redemptions, there lies a case for social media marketing that shows its value is well beyond what we see on the surface.
Many marketers can draw a straight line between investments in social media marketing and financial results, but many more cannot. This doesn't mean social media marketing is ineffective; it just means that marketers have to recognize benefits beyond dollars and cents. Facebook fans, retweets, site visits, video views, positive ratings and vibrant communities are not financial assets–they aren't reflected on the balance sheet and can't be counted on an income statement–but that doesn't mean they are valueless. Instead, these are leading indicators that the brand is doing something to create value that can lead to financial results in the future.