Should social media be judged by direct marketing standards?
Direct Marketing has a specific purpose.
Direct marketing is designed to create instant response or specific revenue goals.
It is not public relations, brand advertising or even customer relations though it can help to enhance and add to any of these areas.
Direct marketing is easily measurable and can and should be judged on its performance.
Social media is more like public relations, brand advertising & customer relations though it can help to enhance and add to direct marketing projects.
Social media is not easily measurable and should not be judged on its direct marketing performance.
Social media does not, and cannot replace direct marketing.