Brief Video Clip on Marketing, ROI and the Quest for Measurable Results
I was included on a very interesting panel discussion a couple of weeks ago entitled, "Stories From The Frontline, Building A Social Media Business." The event was co-sponsored by TiE and the Social Media Club SFSV and included a terrific set of people who were experienced, smart and funny:
- Blake Cahill, Senior VP of Marketing, Visible Technologies
- Louis Gray, Managing Director, New Media, Paladin Advisors Group
- Emily Melton, Partner, Mayfield Fund
- Jeremy Stoppelman, CEO & Co-Founder, Yelp
Rich Reader captured a quick clip of me sharing thoughts on the appropriateness of measuring ROI in Social Media. While the panel format doesn't furnish time for an appropriate deep dive into when and how ROI might be an appropriate metric, I believe in most cases ROI is the wrong question to ask (and if you start with the wrong question, you'll get the wrong answer.)
I will be working on a report about Social Media and Marketing ROI. Your thoughts and input are welcome and encouraged. Please check out the 76-second clip and then let me know what you think.