Social media is the Internet: how online marketers must measure social media metrics

Lisa Buyer, president of the Buyer Group, interviews Mel Carson, Microsoft Advertising Community Manager, Microsoft Advertising on the subject of social media and the marketing mix at SES London, 2011. According to Mel, social media is the Internet. Mel says this is because the Internet is inherently social. Whether it's through search, Facebook, Twitter, blogs, forums, or any other social media platform, the Internet is inherently social. Mel says marketers should always consider a social veneer across all of their marketing and digital campaigns, because there is a social element inherent in any devise used, whether it is via mobile, TV, Web, including games, print and cinema. Mel also stresses the importance for marketers to optimize outside of event being marketed. Marketers should always be incorporating digital photography, for example, and blogging, tweeting, in order to share the significance of their campaign with those who might not have been able to attend the event. Mel also talks about brand interaction and measuring the effect of social media in order to gauge its effectiveness. Mel calls this social interaction versus the social impressions and it's the interactions that you're looking to grow. For example, every tweet, every video that gets viewed, etc...gets tracked and after reviewing all of the social media engagement, Mel says a marketer is able to know that a certain amount of people have interacted with their brand. This builds upon the experience ...

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