Don’t get blinded by social media metrics

My latest contribution over at AdAge is only peripherally about the Super Bowl and what commercials racked up lots of buzz before, during or after the game’s broadcast over a week ago. What it’s really about is how while counting YouTube views, Twitter followers or any other social media metric is great and should absolutely be done, it’s not enough to end there. There needs to also be counting of how those efforts are contributing to the bottom line for a movie or any other product. To that end, there needs to be a clearer commerce chain put in place so that someone who watches that trailer on YouTube can then take action on their interest and buy a ticket for the movie. So really it’s a long an extrapolation on the AIDA part of Alec Baldwin’s monologue in Glengarry Glen Ross, which I only now kind of realized.

By Chris Thilk

Chris Thilk is a freelance writer and content strategist with over 15 years of experience in online strategy and content marketing. He lives in the Chicago suburbs.