Forrester just put up a free report on why social media and advertising will survive a recession. It’s a must read for all online marketing executives. Last month, Adweek had a short article on this topic. I was quoted in there.
Here is my quote from AdWeek: “I don’t think we’ll see a marketing recession with online ads. The cost benefits and ROI are too compelling. It’s recession-proof.” —John Furrier, founder, PodTech Network, Palo Alto, Calif.
With Social media costs are dropping and the yield is increasing. I’ve been directly involved in developing social media products for three years and can tell you with conviction that social media works.
Bottom Line: Forrester got it right. They have some great suggestions.
The Bad News: metrics are very manual at his point so scalable metrics really don’t exist out there. However, there are folks out there who know how to interpret the current set of data that is available.
Good news: metrics are coming.
My advice to marketers: if a vendor can’t coherently articulate to you what the appropriate metric variables are..then run for the hills. Or just call me I know some good folks out there.
Marketers Note: If you’re reading this for the first time you should know that I’m biased toward Microcontent based social media and social advertising. In my opinion Microcontent has the highest yield to cost benefits out on the market today *and* the distribution capabilities are viable and getting stronger everyday (e.g. widgets..etc).