Serving or Sharing- social media mindset

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I saw a great title for a post today. It was:

Social media measurement -- It's like being a great bartender

[from {grow}]

The post discusses, among other things, the difference in thinking about social media results as ROI or Impact.

It can be difficult to quantify exactly where business comes from  if you are active in social media. Say someone starts to follow you on twitter because they found your @name on your Facebook fan page, and 3 months later calls you to retain your services because your microposts imply your expertise. First of all, they may not even give you this information; second, at what point do you start tracking it? Where, exactly, did your involvement in social media become effective advertising? Judging effectiveness probably requires something more all-encompassing: a social media gestalt, I guess.

Gary Vaynerchuck says it very well, as he usually does:

But back to the bartender comparison. If we are all selling drinks, the ones doing the better job- and reaching the most people- will pour the most. If you are certain that you reach the most people by sending out postcards, sending out one card every two weeks will not cut it. Same thing with social media. It takes time to build up a group of friends or followers, and even more time to cultivate them. I try to engage my group of followers on twitter several times a day, and watch the stream for their comments because what they have to say is important to me. When I drink what my followers are pouring- well, as the old saying goes, “Candy is dandy…”

And sharing a drink or two is best of all.

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