I get that blogging is part of an integrated social media & web marketing strategy and that it takes time and patience to see results. and that it’s difficult to compare to how PR or paid advertising is valuated. However, I’m curious to know if there is any measurement that represents the value of blog posting for a company’s product/service on relevant industry blogs? Like it on not, we live in an ROI-driven business world and some business folks simply need a measurement. Perhaps they’re not a good fit for social media?

ROI is always a hot topic when you’re pitching social media to businesses, especially if the business in question is used to dealing in traditional media marketing with traditional, measurable results. However, this doesn’t necessarily mean that social media isn’t a good avenue for that business to take. Any business can benefit from social media interaction, if it’s done correctly. The hardest part is often selling the idea to the people at the top of the company heirarchy.

So, how can your ROI be measured when you’re dealing with social media? The first and most important step is to outline what your goals are. This gives you a benchmark against which you can measure your success.

If you want quantitative results, the best way to measure the impact of a social media campaign is through analytics. Some things you can look at:

• How many unique visitors does your blog have? How many comments? How about subscribers?
• How many times have your posts been submitted to Digg, Delicious, StumbleUpon, and other social news sites?
• How big is your Twitter following?
• How many fans are there on your Facebook page?

You get the idea.

By analyzing these numbers, and by tracking the number of folks who click through to your site by way of your social networks, you can start to get some hard data to deliver to the bosses to prove that your social media efforts are paying off.

Along with your quantitative results, you’ll also want to be able to demonstrate the quality of your social media activities. Some things to consider:

• Is it easier to connect with existing and potential customers or business associates?
• Are you participating in conversations you couldn’t take part in before?
• Are the conversations surrounding your business and your products positive?
• Have these conversations been valuable to you in evaluating the way you do business?
• Are you better able to manage your online reputation?
• Is your social media presence helping you with branding?

Answers to these questions, along with the hard data from your quantitative measurements, should help you get a clearer idea of how your social media campaign is impacting the success of your business or organization.

According to the 2008 Cone Business in Social Media Survey, a whopping 93% of customers say that they want businesses on social media sites.

“Americans are eager to deepen their brand relationships through social media,” says Mike Hollywood, Cone’s director of new media. “It isn’t an intrusion into their lives, but rather a welcome channel for discussion.”

As we’ve mentioned, being involved in social media gives your company a human face and gives a sense of transparency to the people who are using your products and services. Just being a face on social media platforms isn’t enough, however: 85% of those surveyed agreed that businesses should also utilize these new methods to interact with their customers. They cited customer service, solicitation of feedback on new products and services, brand interaction, and direct marketing as the areas businesses should explore in their social media endeavors.

This doesn’t mean you should be forcing your product down their throats all over the blogosphere, Facebook, Twitter, and MySpace, however. Customers want the capability and the option to interact on their terms, initiating the conversations themselves and having their conversations listened to with earnest.

One of the best ways to develop new marketing strategies is to listen to what your customers want and cater to their needs, and from the sounds of it, what they want is your participation in the social media revolution.

I think that speaks for itself.

Would YOU hire her?

According to an article on Computer World, about 22% of employers today are looking at social media networks to screen applicants, up from 11% just two years ago. An additional 9% say they plan to use this practice in the near future.

Almost a third of the employers surveyed said that the information they gathered on these networks led directly to them rejecting an application, citing things like references to drug and alcohol use, inappropriate photos or information, innacurate qualifications, and inappropriate screen names as areas of concern.

Honestly, I’m not surprised at the numbers here. I’m on tons of social media sites myself, and I see examples of inappropriate content all the time.

One person I follow on Twitter decided to share with the world her affection for certain, um… battery-operated bedroom accoutrements. I was flabbergasted. No. Just… NO. That goes so far beyond the realm of TMI.

I’ve seen nude (or nearly-nude) photos on people’s Facebook and MySpace profiles, pictures of people who were completely hammered or using illegal drugs, screen names that would make an adult film star blush. The list goes on and on, sadly.

To be perfectly frank, if you’re posting racy photos on your profile or talking about how much you love your bong, I really don’t have any sympathy for you. After all, social networks are in the public domain, searchable by anyone with internet access and a limited amount of Google proficiency. Anything you say on the interwebs can (and will!) be held against you, and employers certainly have every right to look on these sites to gain information on potential employees

The good news, for those of us who AREN’T posting idiotic stuff on our profiles, is that 24% of these web-savvy employers found content on social networks that actually helped convince them to hire a candidate. The internet is a great way to promote yourself and highlight your talents and accolades. A professional image and intelligent content can go a long way in impressing potential bosses.

Your web presence can make or break your career. My suggestion? Don’t post anything you wouldn’t want your mom to see.