Rajesh Lalwani raised an interesting point in his post a few days back, on how the performance of a social media campaign should not be judged solely by the buzz it generates, since a lot of conversations flow ‘below the surface’ i.e. emails, telecons and face-to-face. I’d also add Chat (the GTalk type) and DM.
My reply consisted of several parts, and some of it got me thinking on the concept of ‘measurement’. Among other things, I felt that, relatively speaking, it is more convenient to measure buzz (a social media search or even a Google search) than the ‘below the surface’ versions. You really can’t track what I speak with someone else on GTalk. But more importantly I felt that this love for measurement stems from a need for control.
So I looked back at the brand campaigns around, the media used and the measurement. Following is a rant.(and is quite India specific) Though its extremely relevant, I shall, for now, ignore brands’ following a ‘campaign strategy’ at the cost of brand strategy. Generally, the campaign would consist of Outdoor (billboards), Print, Television, Radio and *new* Internet. So, lets see the measurement criteria for these. Outdoor – you can’t go wrong with one on Brigade Road- Residency Road (that’s Bangalore) junction, everyone goes there. Print – XYZ has circulation and readership of …. Television – XYZ channel and the TRPs it delivers. Radio – say RAM and listenership. While there are numbers and numbers, there is really no way to figure out exactly how many people saw/heard the ad and responded (not even if you put call centre numbers/email ids/call ins). The sales spike that happens on the day the ad is released is the indicator of its success in print. If ‘people’ saw/heard it, TV/Outdoor/Radio has worked. Yes, I’m generalising, and I do know what value market research can offer. And so Internet. Now the internet obviously needs to match up to the awesome quantitative measurement options that the other media provide. 😐
And so the brand guys waited for the net to show some real numbers. And it did, as it was bound to. Depending on who you ask, this number could now vary anywhere over 28 million users. ComScore puts India’s net population at 32 million, and within that, the social networking population at 19 million, Orkut firmly leading with 12.8 million. The figure reminded me of the leading English daily’s readership – as per IRS R2 2008, it was 13.3 million. 🙂
And while the numbers rose, the digital sellers walked in with the stats and taught the brand guys CTR, CPC, CPM (no, that’s not political) and to use banners and site takeovers and microsites on the net. The measurement criteria was made up of numbers. So, the internet with the amazing CPT (cost per thousand) it provides, is no longer an afterthought in a media plan (Thanks to R, who gave me her valuable thoughts on media planning). Pay for Performance was the mantra and its pillars were leads and clicks.Is that a problem? Not by itself, but when you consider the potential the medium offers, and how it can be used for measurable branding, its not a problem, its an injustice. To quote from this wonderful article on the subject
In fact it is precisely this cult of accountability that is getting in the way of the digital community progressing from clever marketing handymen to the architects of brand success….So long as the digital community clings to its obsession with accountability over effectiveness it will remain in the unedifying position of creating engaging brand fluff on the one hand and highly measurable but largely pointless direct response advertising on the other.
All these are not unknown issues. WATBlog’s panel discussion in Delhi covered much of this. And with all this playing in the background, arrives social media. And it won’t make sense because brands only use media on a campaign to campaign basis, and social media is about the brand’s strategy and a consistent presence- building an audience, listening to them, asking their views, collecting insights, making better products, and so on. It is not about statistics and definitely not a get in-bombard with ads- collect leads-get out deal. Besides, measurements are more qualitative!! The criteria that mass media provides for measurement are almost irrelevant here, and rightly so!! Because in social media, the crowd responds, they talk to each other, and if you don’t participate, and attempt to treat it like a broadcast medium (the way the measurement based web is being treated), someone is likely to have fun, most likely at your expense. And in social media, what a brand says is less important than what the brand’s consumers say.
Like the general web before it, it is only a matter of time before the social web reaches a scale which forces brands to use it. I hope they don’t use it like broadcast media, and instead learn to use it – not as a templated solution, but as a subjective, evolving mechanism.
until next time, cast away
Note: i have nothing against mass media. It has its uses. I have a problem with this social media measurement obsession, without the correct metrices and by involving it only from a communication perspective and not the other parts of the brand’s life cycle, and finally stating that it’s just fun and doesn’t work for brands.
