I’ve read a few articles and blog posts over the last couple of days about social media measurement…and I have to say I really don’t get it.

Companies spending thousands on consultants and advisers on social media marketing and others trying decide on the metrics and measurements before they commit a penny. And I just don’t get it. If it works for the players involved, why bash it?

The consultants are making a living, their clients are happy. Why the drama about the costs and the limited measurable effect? And what exactly does measurable mean?

As far as I can tell there is minimal measurement that goes on through television, print or radio advertising (save a few exceptions of coupons and special sales) — yet billions is spent producing commercials and content for those media.

And I can think of six zillion and two ways to test and measure results in online social media. And I am far, far from an expert. I can implement most of them if I took the time to. This isn’t geekified stuff that no normal human can handle. It’s pretty basic, easy to learn things that anyone who can send an email can learn how to do.

It’s not as if hiring a consultant is something you need to do in order to benefit from it. Hiring a consultant just means you don’t have to bother with learning all the details of how it works and keep up with the latest innovations and techniques. It just means you can get things up and running faster with a bit less effort. That is why consultants are hired…not because anything they do is magic.

That’s just silly!

These arguments of measurement and value seem out of place in social media. It seems as if the traditionalists just don’t get that what their consumers really want and what social media is all about is being part of the dialogue.

People really do get the concept that businesses have to profit and they are happy to help you profit if you deliver what they need and want. It’s really pretty simple.

It’s what social media and online marketing are really all about.

Ultimately you’ll get to know your customers well enough by interacting with them that you can deliver what it is they are looking for from you.

No one faults the media consultants in radio, television or print if a campaign doesn’t show immediate (or any) results.

So why is anyone debating what potential social media has?

It’s not that I don’t get the need for testing and measurement and management in online marketing. I think there needs to be accountability in all marketing – but does it really need to go beyond ensuring your clients are happy and that your cash register is ringing in sales at the level you need?

Do small business owners at the local level really need more than that?

I don’t think so…

Most small business owners I know don’t even know what results they are getting from the advertising they do at all. They can’t afford fancy consultants and have to rely on the experience of whoever is selling the ads. It is a rare business owner who takes the time to do the research to do it themselves. However doable it may be, it’s often just not done.

So for most small business owners incorporating online social media into their marketing isn’t likely to be any less measurable than anything else they do and if they find the right guidance and online marketing help…it can be the most lucrative and effective marketing they ever do for their business.

Of course I think if you’re reading this you have found the right guidance and if you’d like online marketing help to get your small business noticed in your local market – give me a call at 780 268 0412 to book a preliminary consultation.