Let's get out of the echo chamber of everyone telling each other how important social media is for a little bit and talk about the problems with social. If we're honest, it's hard to tell what actually works and what doesn't. It's hard to tell how far we're moving the needle and what, if any, impact our social programs are having on the company's bottom line.
The old adage goes that "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Digital marketing began to change that with the ability to measure everything, but in many ways it's become even more true with the rise of social marketing.
This session is not for the kool-aid toting Social Media Gurus who think they have all the answers. I'm not sure anyone has the "answer" to this. Instead, please come prepared to be open and honest about the state of social. Maybe we can get closer to the answer together.