RonAmok!

Nov 12, 2008

David Scott divides by zero

In September, your New Media Evangelist demonstrated how to calculate the ROI of New Media in: How do you divide by zero? In October, I posted Gary V’s thoughts in: Gary Vaynerchuk divides by zero. Today, we have David Meerman Scott’s thoughts on the subject.

The video contains my new favorite ROI question: “What is the ROI of putting on your pants this morning?” Can’t wait to hit a traditional with that one!

Folks, let’s be very clear about this. New Media is by far THE MOST MEASURABLE communications medium in the history of civilization.. Unfortunately, most companies refuse to:

do the necessary digging to gather the data
do the analysis to make sense out of it.

Tags: David Meerman Scott Gary Vaynerchuk New Media Evangelist Ron Ploof ROI Video Blip.tv hubspot.com

Filed under: Measurement, Video, techniques

ronploof

Hi Cherilyn,

Thanks for stopping by and leaving a comment.

The most underused resource is our willingness to mine the resources that we already have at our disposal. Companies collect web metrics but do they dig into them to find patterns? We know how many times a story/white paper/video has been downloaded, but do we we dig-in to find out why? We know who links to us, but do we follow-up with these folks for a good conversation?

On the technology side, we have ample resources to generate more data than we need. Companies need to invest in human resources -- people who are tasked with making sense of it all.

Cherilyn

Thanks for taking the time to educate "the rest of us" about social media. Do you have any resources or information that gives insight into some of the measurements you use for social media? I know some of them, but wanted to ask just in case you knew of a useful resource I may have overlooked.