2011 Marketing from My point of view

To me the biggest surprise of 2011 is the continued back and forth debate on Social Media ROI and the outcry for a unified metric. Yes, I understand the difficulty and the need to do calculate Social ROI but many, and I want to say most, companies lack an established strategy. Organizations are “doing” Facebook and Twitter because their major competitors are. How can you quantify results when you don’t know where you are headed? Furthermore, when harnessing the total power of social media and aligning it to organizational/Marketing goals and objectives…Demand/Lead Generation, Sales/Marketing Alignment, Customer Relationship Building etc. Each of the aforementioned goals can be nurtured with Social Media but each set has its own benchmarks in which to be measured. There shouldn’t be a unified metric on how to measure Social Media ROI, Social Media is multi-faceted and should be tailored to