The same people ask “how many likes should we have” when they have never asked the same thing when it comes to their email marketing database. The answer was always “as many qualified customers or potential customers I can have.” 

Ehh, sorry for the slight rant but it is amazing to me how many companies want to “bleed a stone” when it comes to all digital efforts but haphazardly throw money in crap that cannot be measured or can only be measured by impressions.

http://www.freetvchannels.in/ 

I think a lot of business owners fear social media (too many in fact), and the impact it may (or may not) have on their business. Other forms of advertising and marketing allow a business owner false hope, and/or false sense of security. E.g. an ad maybe being seen by 50,000 people. 99% of the time the business owner will replace “maybe” with “will be”…false hope.

Because social media brings about a lower sense of security (and other forms of fear), business owners scrutinise its use a lot more, mainly because they know that they will likely get truer measurements of their brands success… or lack of it.

It seems the majority would rather spend more money on hope, and more time scrutinising true potential.

Bringing the topic of social media, and social media measurement, up at networking events can certainly help to separate the brave (and less naive) business owners, from the fearful ones.