{"id":965,"date":"2010-07-22T10:29:24","date_gmt":"2010-07-22T10:29:24","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=965"},"modified":"2010-07-22T10:29:24","modified_gmt":"2010-07-22T10:29:24","slug":"innovative-use-of-traditional-metrics","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2010\/07\/innovative-use-of-traditional-metrics\/","title":{"rendered":"Innovative Use of Traditional Metrics"},"content":{"rendered":"

Here\u2019s an interesting concept: using traditional measurement tactics to determine the success of non-traditional (social media) marketing.<\/p>\n

At first, it sounds as though this goes against my persistent encouragement for companies to measure the Return on Relationship rather than just the standard Return on Investment, but actually it doesn\u2019t.<\/p>\n

In his July 19 blog post entitled \u201cThe ROI of Social Media Marketing: More Than Dollars and Cents<\/a>\u201d, Forrester blogger Augie Ray introduces the Social Media Marketing Balanced Scoreboard. The key word here is balanced<\/strong>. Although he still uses the phrase \u201cReturn on Investment,\u201d what he\u2019s writing is actually about much more than the standard notion of return on financial investment only.<\/p>\n

Ray writes, \u201cFacebook fans, retweets, site visits, video views, positive ratings and vibrant communities are not financial assets\u2014they aren\u2019t reflected on the balance sheet and can\u2019t be counted on an income statement\u2014but that doesn\u2019t mean they are valueless. Instead, these are leading indicators that the brand is doing something to create value that can lead to financial results in the future.\u201d In other words, ROR \u2013 Return on Relationship!<\/p>\n

This Social Media Marketing Balanced Scorecard encourages \u201cinteractive marketers\u201d to measure success across four areas:<\/p>\n