What is the value of a follower on Twitter or a fan on Facebook? What about a Community member? Too often marketers use traffic metrics or counts of followers as a proxy for value. This discussion focuses on providing a clearer methodology for using and understanding social media to drive business objectives.
Learn how to: Understand why traffic doesn't equal value Refine your reporting and measurement strategy to focus on what's important Use integrated social media tactics to improve your results
As president and founder of Impact Interactions, Mike Rowland leads our engagements with large organizations to utilize online communities and social media to engage site visitors and generate measurable business results. Through his work with Cisco, AARP, SAP, Intel, NEA, Sony, Cabelas, ATT, Ace Hardware, and others, Rowland has developed many of the industry leading best practices for leveraging the power of online communities and social networks to achieve business results. His experience extends to launching native language communities around the globe, building end-to-end reporting strategies to identify the key business results of online communities, and the project management for several online community and social network launches.
Prior to founding Impact Interactions, Rowland built Participate Systems (aka Participate.com) into one of the pioneers in the online community management world. With a strong background in financial analysis and marketing, Rowland brings a focused, analytical approach to help our clients succeed. Rowland holds an MBA in Marketing and Consumer Behavior and a BA in Economics and Latin American studies.