Like Minds - Controversy and Misunderstanding

There seems to be a bit of controversy following the Like Minds Conference in Exeter last Friday. I should, from the start, point out that I was one of the people on the stage as part of the panel discussion on building community.

During the event, one delegate questioned whether it had answered the key questions regarding measuring ROI derived from social media. There are, clearly, those who want a 'formula' approach to give some numerical answer.

The first and most effective answer had to be what was happening around us on Friday. Like Minds was promoted and advertised solely using social media. On Friday, 200 people turned up to Exeter from across the country and another 600 tuned in online to watch the live feed. Now, maybe I am missing something but surely those people who were in the room or online were proof of concept. They provide us with measurable numbers.

But they do not tell us the whole story. Lots of people joined us via Twitter - we could not measure them. My co-host on PhotoLegal, Phill Price, was one of them - he was waiting for a haircut at the time but got involved and gave us a tweet. He interacted - which was the point of the day. Also, uber-tweeter, Stephen Fry sent us a tweet with his good wishes for the event. People talked about the event before, during and answer. We can't measure them. We reached people through coverage online and offline - we can't measure them.

Amongst the 'unanswered' questions, so we are told, are:

• How to carry out online campaigns to compliment offline marketing mix

• How to target online audiences, and best engage current customers and new customers

• How to turn customers into brand advocates through social media

Now, we discussed a number of things, one of which was my own subject of the PhotoLegal social media phenomenon. Our online campaign led to offline coverage within industry publications. We indentified, engaged with and nurtured our online audience - actually, we have also showed them the 'L' word which Daren Forsyth used and was so derided by some. They are our customers and brand advocates and they have become not only evangalists for the podcast but some have recommended me and my firm to their friends and contacts. They also go to my cohosts, Darren Hector and Phill Price for advice on photography issues. How would you measure the 'feeling' that they have towards us and that we have towards them? What would the answer be? 75.3? 26.1? What would it mean? What would it matter?

As someone who has also worked in the PR industry, I know that there are some things that cannot be empirically measured. Print adverts are one of them - you will never know how many people have seen your ad no matter what people say. Brand awareness is also incredibly difficult to measure as people sometimes guess as to whether they know a brand when asked - do you want to be the idiot that hasn't heard of the latest website adhsadjhsdf.com? No? Then you answer 'yes' to the nice lady with the clipboard.

In my opinion, the desire to have 'numbers' to justify campaigns is lazy thinking - brand and issue campaigns can take months or even years to come to fruition - and attempting to measure them will prove pretty much impossible (although we could all find a polling agency that could come up with some questions for a fee!).

Sometimes, you need to step back and see and feel what is around you. Sometimes there are no numbers.

From a standing start, we put together a podcast and an ecosystem that has proved massively popular in its particular industry area. What are the percentages? No idea. Nor do I want to rely on numbers. Sure I know how many downloads we have had but it is much more interesting to know the influence we have when we go live and see people sit with us, online, listening, interacting, talking and promoting us without us even asking. It feels right. We have a relationship with our listeners - the best listeners in the world, by the way! When it doesn't feel right any more, we will know and we will do something about it. We do not need numbers to tell us what is working and what does not.

Now, I know all this sounds a bit defensive and maybe it is. The Like Minds crew put together an amazing conference that proved the importance of social media. The speakers, especially Trey Pennington, Daren Forsyth and Olivier Branchard, did address the ROI questions including why it is difficult to measure, why it may not be right to measure it in 'traditional' ways and what other indicators of success there may be.

The conference is now available online via the Like Minds website, so you can decide for yourself. Go and watch it. See what this social media thing is all about and why using traditional methods to measure new media is about as relevant as putting petrol into a horse and cart.