Opinion: From our readers - We need a measure of social media's success

In response to your article suggesting that voluntary sector PR is afraid of social media (News, 22 October), here at Macmillan Cancer Support, and at many other charities large and small, we fully embrace social media.

The recent eConsultancy Social Media and Online survey revealed that 47 per cent of respondents agreed that the 'jury was still out there regarding social media', thus it is not just a not-for-profit issue. The survey sample was taken from all sectors, in-house and agency.

Difficulty in demonstrating effectiveness to management is an issue across all sectors. The main issue is a lack of consistency in measuring impact or ROI of online coverage, tweets, followers, likes and so on.

Metrics must be put in place to make social media measurable so we can report a gleaming and impressive ROI to the board, which can then sanction further investment. Basically: talk figures, not tweets.

Susie Richardson, PR manager, Macmillan Cancer Support (from prweek.com) - Email letters (200 words maximum) to prweekletters@haymarket.com

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