At every conference I attend, most speakers present examples of the “successful” use of social media by individuals or companies. Most of these success stories are primarily anecdotal. Measurable results that can be compared to benchmarks and across other cases are much harder to come by.
This places social media at a distinct disadvantage in the C-suite, where executives are used to being presented with Web analytics, market data, conversion data and other metrics that show them that progress was made against an objective. In the absence of some types of replicable and comparable measurements and metrics, how can the case be made that there are benefits to social media that justify any risk and expense of adopting them?
This month`s Third Tuesday Toronto has a panel of measurement experts who will lead us in a discussion of how we can move beyond social media as a faith-based initiative to measure its effects and contributions to the achievement of organizational objectives.
Leading our panelists will be Katie Paine, President of KD Paine and Partners and author of Measuring Public Relationships. Joining Katie will be Marshall Sponder, the Chair of the Web Analytics Association`s Community and Social Media committee, and Marcel Lebrun, President of Radian6.
Our panelists will be arriving at Third Tuesday straight from the Roundtable on Social Media Measurement and Metrics. So, this will extend the conversation beyond the roundtable into the broader social media community in Toronto. And we`ll be recording this session so that we can pick up quotes and snippets of the discussion for inclusion in the White Paper that we will be writing following the Roundtable.
So, if you’re interested in a good discussion with some smart people who know a lot about measurement and, like us, are looking for ways to measure the impact of social media, sign up to attend Third Tuesday Toronto.
As always, this event will be free to anyone who wants to participate. Thanks to CNW Group who have sponsored us throughout the year and wherever Third Tuesdays are held. You keep the community in social media.