What’s the value placed on a social media marketing campaign by the marketers that develop the campaign? It’s hard to tell, because one typically can’t get access to the key metrics associated with the campaign, particularly sales attributed to the effort and ROI.
Well, neither Sony Ericsson nor Iris would give me any objectives for the campaign. Neither was any information or speculation found on unofficial Sony Ericsson blog sites about the campaign.
Being an inquisitive guy, I decided to use the crude but effective research technique of following the money to learn more.