Fenton Communications has just released a guide to measuring and understanding social media ROI. If any of these “three stages of social media adoption” sound familiar, you may want to download a copy of the report.
Stage 1: Urgency.
“ Everyone’s doing it. We need to do be doing it. Set up a Facebook page.
And start tweeting!”
Stage 2: Existential Handwringing.
“ Wait, what are we doing here? We’ve gotten some fans and followers but are
we really attracting more donors and members this way?”
Stage 3: Disappointment.
“ This social media thing is a bust. It takes a ton of time, and I’m not sure we’re
getting enough out of it.”