Why social media naysayers will go the way of the dinosaurs

It’s not just the doubters; those who bungle the process aren’t much better off

There are lots of people out there claiming, “You can’t measure social media.” And they’re partially right: You can’t measure it if you aren’t doing it!

I know I’ve said this before, but being in New York (at OMMA Metrics Measurement) last week has been an interesting reminder of just how important it is. Granted, I tend to talk with people who “get” social media, and generally the reason they call me in is because they want to better understand how to not only “do social media” but how to measure its effectiveness. So my perspective is a bit tilted toward the forward-looking end of the spectrum.

But I am astounded by the people who take pride in saying, “I’m not into social media” or “I don’t need that stuff”—and then complain because their business is down, or they have no work, or they can’t get a job. Don’t you guys get it?