So why are you recommending that your clients use new media?
Where is your ROI presentation or slide? Because THAT is the money slide that the big boys care about in most major corporations.
How are you generating more revenue for your clients using "new media" than a similar ivnestment in traditional communications channels? How are you building the case for new beyond "test it and we'll see"?
The difficulty here is that there are very few case studies that share ROI numbers. It is very hard to say that user X read, watched or commented on Y's tweet or post, then purchased at site Z. This isn't how social "media" operates. But this is the reality of web metrics today.
So how do you measure your success beyond direct sales leads generated?
Social metrics? Soft metrics? Quantitative metrics like links, views, posts, sentiment, personalities and the respective relevance of all of the above? How do you demonstrate the ROI in these channels?
And do these metrics capture the full ROI of your efforts??
There are additional metrics that cannot be quantified. For example - impact. Some web personalities may not generate many views, but still hold significant influence - because they are memorable. Some video "bloggers" may not generate millions of views, but have a real impact on the industry, on their audience. Let's face it - great messages, great creative, great copy stands out. But is this behind tracked via social metrics?
Can we demonstrate the full ROI or social?
How would you substantiate your proposal for "new media" or a social effort/presence with hard deliverables?
Beyond "because it makes sense", can we show the accountants upstairs that we are outperforming traditional channels? Are ad equivalency scores the best we can come up with?
When will this industry have an answer? And if you don't have that answer, why should your clients be investing in your offering?
photo credit here