A few weeks ago, I sat on a panel for MITX that focused on monetization of social media.
Three of the biggest takeaways/talking points were as followed:
Two sides of social
Social media is a lot like search marketing and is something that should be looked at with lens similar to both paid and organic social media. The paid side is the one that focuses on advertising ventures across the social platforms. When it comes to organic, this comes down to a brand’s presence and what they publish on social sites as well as the way they engage with users.
Looking at social in this manner allows for companies to look at separate KPIs and then roll them up into a performance overview. For example on the paid side, you can roll it into ROI metrics, while the organic end can focus on audience reached, engagement and feedback types.