“Social media and digital are really easy to measure, but we don’t always know what the values are. You can easily count clickthroughs. You can easily count Facebook fans. You can easily count Twitter followers. But until you put a value on those, as a company, or sometimes for a specific campaign, they can be difficult to evaluate.”
Bingo. The same thing we were talking about when we discussed fixing a broken social media strategy. If you are going to measure Twitter followers and use it as a way to quantify the success of your efforts, then you’d better have a internal value attached to each Twitter follower.
Pretty interesting interview with Shawn (who’s a great guy, BTW), so check it out!