Why should we invest in social media? There is a path where social media exposure can lead to changes in behavior.... It's a long and winding road!
Blog: Social Media monitoring and the spectrum of online relationships, 2009-Oct-1, by David J. Carr
Social Media campaigns are uniquely measurable but not all measures are equal and indicate true effectiveness. Different social media actions or online conversations have different values and influences upon consumer behaviour.
Multiple metrics, from number of followers and fans, to positive or negative sentiment, to reposts and influencer mentions, can be difficult to distinguish from one another. In effect we can become trapped in a state of analysis paralysis where there is too much social media data and too little understanding....
Indeed, the ratio between Engagement performance and Collaboration performance could be seen as being an indicator of people moving from discovering, sharing and “playing” with content to acting upon it – whether making it their own passion or hopefully even changing purchasing behaviour.