For our readers who don’t know, Jonathan is the author of a witty, irreverent and insightful book called “Branding Only Works on Cattle.” It’s definitely worth checking out, if you haven’t done so already.

That doesn’t mean turn everything into a sales promotion, but it does mean that we need better models for WHY we initiate social media programs, WHAT they’re supposed to accomplish, and HOW we’re going to measure them. The last thing businesses need today are terribly successful campaigns that matter only to those people smart or creative enough to appreciate them.

I know it’s practically anathema to even suggest it, but the bad economy is a good reminder that the only metric that really matters, in the end, is…gasp…sales. This doesn’t have to be bad news for social media experimenters; in fact, it might be a great call to action for those who want to make a difference.

However, because we cannot measure social media, some people see it useless. Thankfully, my job doesn’t.

p.s. i found this blog through twitter :-)

Still waiting for a response. Just Tweeted a few minutes ago. But your point is well-taken and I’m proof-in-the-pudding that people use social media sometimes to get advice and information.

Social media is just one aspect of marketing and it can be a bit less expensive than other traditional forms of marketing if done strategically and consistently. Social Media’s niche targeting nature is way better than the old spray and pray mentality.

I think we would be remiss to simply dismiss this medium due to budget constraints. Now more than ever – marketing tactics will be what differentiates us when we get through this economic trouble. It will be the difference between walking and running out of the gate.

My company and I will be the ones running.