In baseball, we always know the score. A multi-million dollar scoreboard is visible throughout the stadium. We are even encouraged to buy a scorecard and pencil as we enter the front gate.
Too often, in marketing, we have difficulty deciding if a tactic was a hit, a strike or beanball. Many media partners discourage score-keeping and encourage us to take a long-term view. If we have difficulty measuring results and need a shoe-horn to find a metric, there’s a good chance that one or both parties prefer to duck accountability.
Early adopters of social media had high hopes that the new media would provide more metrics and accountability than traditional broadcast media. The problem is that new media is struggling to find their own scoreboard.
Clicks, click-throughs, friends and followers provide little information about revenue impact. Some companies are beginning to measure ROI for social media but most are content to simply count exposures.
In this economy, executives have a very short fuse for the old school mantra, “trust me, it’s working.” Proof is in performance. Performance is measured by sales and/or return on investment.
Successful marketers will always welcome accountability. Scoreboards are meant to be filled with squiggly numbers.