Should Social Marketers Share Results?

Charlotte McEleny on New Media Age questions whether social marketers should share results. I think Charlotte does a good job answering this tough question. In fact, her response supports what I learned in a recent technology management course in my MBA program. A key takeaway from the course was that companies can profit more through information and technology sharing (e.g., Toyota licenses its hybrid technology to Ford).

Lastminute.com reported that it is aiming for £2m revenue from social media. Charlotte feels marketers need to start being more open about their return on investment, similar to Lastminute.com. Only by making return on investment information public, McEleny argues, will social marketers be able to ensure their industry's long-term growth.