Have fortitude, my social media kindred. Refuse to let your stakeholders consider number of HITS a metric (they are "How Idiots Track Success," according to K.D. Paine). Help them understand the real social media metrics like buzz volume, buzz sentiment and engagement (Mike Manuel, social media genius, can teach you more about metrics). But at the same time, realize that as cool as it is to show how many followers you have on Twitter, how many fans you have on Facebook, and how much buzz you're generating, at the end of the day, the people who write your paycheck will want to see the impact to the bottom line.
**Speaking of one size fits all...
The daily influx of invites to Webinars and conferences promising to show me the Holy Grail of Social Media Success remind me of the South Park episode about the "Underpants Gnomes" that are stealing Tweek's underwear. One of my favorite South Park moments is the Gnomes' business plan:
We all get the endless invitations to paid Webinars claiming to teach us how Social Media will make us successful. The truth they don't want you to know is that nobody can give you the magic formula to "do social media." STOP WASTING YOUR MONEY. You just need to figure out how to listen to what people are saying about you, and then how to join the conversation. Yes, there are lots of ways to do this, and it's not always easy to figure out which way is the right way. It takes some time and effort. There is no quick fix or easy salvation -- if anyone suggests you do a "viral video" run the other way - FAST! With all the tools and technologies out there, the task is daunting. But if you go for the quick fix, you may as well use this as your business plan: