Social Media News: Tweets, Likes, and +1s: Do They Matter?

Summary of the Article

Most current metrics on the success of social media marketing fall short, Cespedes says, because they focus on activity such as tweets, “likes,” reviews …

Article

CFOs: it’s time to expect more from social media and demand proof that there is a return on investment.

So says Harvard Business School senior lecturer Frank Cespedes, who Tuesday penned a column, “Is social media actually helping your company’s bottom line?” on the Harvard Business Review web site.

Most current metrics on the success of social media marketing fall short, Cespedes says, because they focus on activity such as tweets, “likes,” reviews, and click-through-rates, and not “tangible marketplace outcomes,” such as whether an ad campaign actually led to more items sold.

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first published: 2015-03-03 15:11:15

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