The following is from the April 2009 Drilling Down Newsletter. Got a question about Customer Measurement, Management, Valuation, Retention, Loyalty, Defection? Just ask your question. Also, feel free to leave a comment.
Q: I’m a social media consultant, facing the interesting challenges of measuring success, and wondered, what are your thoughts on social media measurement and life time value? The two seem to go together, but if anyone has thought about it, you would have. Would love to know your thoughts.
A: Just to be clear, the following is specifically about social for use as a Marketing platform, not as a utility or a way to keep in touch with people. Interacting with other people can create a lot of value – emotional value for the participants. There are obviously lots of great uses for social platforms and I’m sure there is more to come in that area. The question is: does any of this make sense as “media”?