Today Andy explains why Social Media is A Channel, Not An Activity.
Social Media is A Channel, Not An Activity
Many times people will ask what the value of social media is and how should it be measured, and one thing to keep in mind is that social media is a channel, not an activity. How you measure the success of both are completely different.
You can think of this like a newspaper. Getting an ad, and article or getting mentioned in the newspaper are actually activities and you measure that differently. You would want to measure how much traffic or sales you got from an article you were mentioned in versus an ad you ran in the newspaper. The channel is actually the newspaper itself and social media is the same way.
Twitter, linkedIn, Facebook, those are all channels and its how we use them, what we put on those different channels, it’s the strategy we have for the specific activities we’re taking and how we measure them.
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