David reiterates my oft stated view that measurement is important, but it isn’t the same as ROI or evaluation.
And the ever helpful Katie Paine has a great article on Ragan.com where she reminds people to stop confusing ROI with results, and measurement with counting. Because despite its idiotic use by lots of PR, social media and marketing people ROI isn’t synonymous with “whatever results.”
ROI has a specific financial meaning and most public relations folk just bandy it around to try and sound clever, but in reality frequently just end up sounding foolish. Some clients are daft enough to buy it, but thank goodness the best ones aren’t.
Likewise social media measurement means much more than just counting visitors, followers, friends, views etc. Katie reminds us that you’ve got to measure for a purpose, such as improving what you’re doing.