A couple of interesting posts regarding the difficulty of measuring the impact of social media strategies.
This from Tom Webster at Brand Savant, and this from Marc Meyer’s Direct Marketing Observations blog. In essence, the problem is that while Facebook is one of the most used and most influential of social media platforms, its data is hidden behind the firewall leading many analysts to draw disproportionate conclusions from the publicly available, but much less influential data available from Twitter.
A well-balanced social media plan will, of course, use all available platforms as appropriate.
Burning Pine Ltd 