Response Magazine Site Response Expo Site Direct Response Market Alliance Site Job Board


   Log in

Direct Response Marketing

Editor’s Note: Social Media Growth Outstrips Measurability … But for How Long?

1 Nov, 2010 By: Thomas Haire Response

Thomas HaireAs we head into the twilight of 2010, social media marketing continues to be an exploding new target for marketers of both the traditional and direct response ilk. In September, in separate pieces of research, both comScore and Hitwise showed that Facebook is now the most popular U.S. Web site, beating out Google and Yahoo. With YouTube a longtime staple in the top five, social media’s power is only getting bigger.

Just one look at this issue — where both the cover story on the NFL’s San Diego Chargers (see page 18) and the travel industry marketing story (see page 26) feature plenty of talk about how Facebook, Twitter, YouTube and other social media outlets — tells you the crucial role this type of marketing is beginning to play. Take the Chargers’ Facebook page, for example: With more than 385,000 followers, the team is able to hit a truly captive audience of fans with direct messaging to drive ticket and merchandise sales.

However, even the Chargers’ marketing team admits one thing: The measurement capabilities of these media are not yet up to speed with other Web media, not to mention TV, radio and other media. This presents a challenge, both for DR marketers that are used to having immediate and expansive measurements of success or failure within hours (if not minutes), as well as for traditional marketers still feeling the squeeze of the economy on their marketing budgets.

While measurability options provided by the social media networks are improving, they are not moving at nearly the pace of growth of their popularity. This is causing consternation among a number of marketers who may still be averse to sampling new media that cannot prove “results.” However, we believe that idea is shortsighted.

While, by no means, should marketers begin to invest huge chunks of their budgets into social media, there is no question that the community-building power of these sites for your products and services is absolutely huge. At the same, time, the ability of Facebook, Twitter or YouTube to help build a brand out of a long-shot DR product has already been proven: Snuggie, anyone? How about the Shake Weight?

Social media is becoming, along with mobile marketing, the next necessary tool in any marketer’s arsenal. Should these two areas be at the top of your list? No, of course not. Television is still the major marketing driver — be it DRTV or traditional branding — that gets people thinking about your products. But anyone without a current social or mobile media strategy as an adjunct to the rest of their marketing efforts has already missed the first boat and is waiting for the next one to dock.

Here at Response, we practice what we preach. You can follow me on Twitter at, and you can “like” Response Magazine, Response Expo and the Direct Response Marketing Alliance (DRMA) on Facebook, and you can “follow” each of those three on Twitter. Join our communities today!


Facebook Response Magazine Response Expo DRMA
  Response Magazine Response Expo DRMA


Add Comment

©2017 Questex, LLC. All rights reserved. Reproduction in whole or in part is prohibited. Please send any technical comments or questions to our webmaster. Contact Us | Terms of Use | Privacy Policy | Security Seals