Are clicks and impressions still the standard for online advertising success?

As a publisher, are clicks and impressions still the standard for online advertising success? If not, what are you attaching every dollar to? Social media platforms like Myspace, Facebook, and Twitter allow you to spread a message quickly to a captive audience, but what good are 20,000 friends and one million video views if there is no direct dollar amount associated to it? An impression and a click are tied to a dollar, but if you’re not using these as the benchmark then what good is your inventory?

So are clicks and impressions still the standard, or can you convince your CFO that having friends is more profitable?

I’m finding more often that this is a common question, as the traditional marketing methods give way to the more interactive and social mediums. It can all be very confusing (I know, I’ve inspired many MANY headaches), but there are some simple things to know which may clear this confusion up.

Having friends (or fans or peeps or followers) can be thought of as building a bigger vehicle for marketing delivery. The more traditional rules of marketing still apply: we must create a COMPELLING message that inspires the viewer to TAKE AN ACTION. No matter how big the vehicle is, the accessories, the finishing touches, the reaction it inspires in the audience is key.

All successful marketing programs accomplish this – whether it’s a branding campaign whose call to action is forward this item to a friend, or a sales campaign which asks you to click and order. All the impressions in the world will not take the place of an impactful message.

Some of the things that have changed is in the audience:

• they hate fakeness – unless the gimmick is how fake you are and then it’s funny
• they want to be entertained
• stop being so stuffy – (ref: entertainment…don’t take yourself and your brand so seriously)
• If you promise something (award, giveaway etc), GIVE IT… and let everyone know about it

Now get out there and make some friends!

Rebekah King
Social Media Marketing Maven
www.rebekahking.com
www.linkedin.com/in/rebekahking