Are You Measuring the Wrong Thing in Social?

Are you putting all of your emphasis on social media measurement on exactly the wrong thing?

I recently did a webinar with social media management platform, Expion, about cross-channel analytics. Albert Chou, CIO of Expion, brought up a great point: We've got tons of social media measures of outputs, but we are not always measuring the input. 

Forget about how your social media activities perform for a minute. How much does it actually cost to *do* these social media activities? 

We can measure outputs very easily, but we almost never take the time measuring the inputs. Yet we cannot figure out ROI without knowing what the "I" is. If you take the time to do these calculations, your understanding of where you are in social media will be much more clear.

Expion.com will have the replay of the webinar soon, so check them out!

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SPROUT SOCIAL SHOUT OUT

Today's Sprout Social shout out goes to Nick Cicero (http://twitter.com/nickcicero), a really smart marketer (who actually used to work at Expion) and is on the cutting edge of social media strategy. Fun fact about Nick: he's also a jazz trumpeter!

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ABOUT JAY TODAY

Jay Today is a video podcast with 3-minute lessons and commentary on business, social media and digital marketing from New York Times best-selling author and venture capitalist Jay Baer. Join Jay daily for insights on trends, quick tips, observations and inspiration at http://bit.ly/JayToday.