We know our stuff, but we don’t know everything. That’s why we really on expert colleagues when our content marketing work takes us deep into areas where we’re not expert.
One of those experts we love working with is Scott Hornstein of Hornstein Associates. I’ve posted his thoughts here before, and I’m doing it again because this is just too good not to spread the word.
His article, Social Media Made Measurable and Accountable (pdf), is exactly what it sounds like: an overview of ways to use social media that actually contribute to the bottom line in measurable ways.
It’s definitely worth a read whether your goal is branding, sales, or customer service. Scott touches on them all, and I couldn’t have said what he says better myself. (Which isn’t to say I haven’t tried. Check out my post for this month on Biznology.com, freshly brewed this week: Content Marketing Metrics: What To Count, How To Count It.