Prashant Suryakumar stated on Mashable on January 12, 2011.
”Social media has come of age. Marketers now have the ability to augment their traditional marketing approaches with rich behavioral and activity-based targeting that should increase marketing ROI significantly.”
A well written blog on the current state of social media analytics is both interesting and at times, a narrow point of view. Or perhaps too broad a point of view. For example he says “There are no “best practices” for measuring a successful social media campaign.” Depending on his context, we were surprised to hear him say that. We have been doing exactly that for 15 months now with our Drum Platform. It integrates direct response promotion (direct mail, email marketing, etc) with social media sharing. It has been producing exceptional results, producing double digit response rates while building net new opt-ins (from the social sharing). And it allows us to measure the ROI of every campaign.
The concept is to take a direct mail campaign that you believe should provide a 1.5% response rate. Rather than simply giving your prospect a savings coupon, have them click to activate the offer.