I was asked yesterday if I knew of a benchmark for a unique visitor acquisition for social media programs. My response was as follows:

I don't think you'll find a meaningful number for this unless you are looking for a somewhat narrowly defined component of social media. Social media programs as we define them rely on a wide range of variables. A PR firm trying to reach out to top influential bloggers for example, may only be a single component to a program with several other tactics.

Although a cool new blogger and public relations study may tell me something like 42% of A-list bloggers who are pitched on something from a PR professional will actually write about it - I'm left guessing about fair traffic expectations (let alone conversions) generated from those blog sites.

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I met with the principals of an impressive interactive firm this morning to talk about how we might partner to help them with SEO and social media initiatives for their clients.

I was reflecting on the term "social media," and how it was much more prevelant on the the Room 214 website last year. We made a choice to remove it because it didn't appear to be generating a great deal of interest from a search and conversational perspective.

Yesterday, I spent time adding it back in. As the fellas I met with this morning suggested, there was a gap between the use of the term social media vs. the desire of the marketing practice. Now I'm finding more companies are not only using the term - but asking (demanding might be more accurate) what they should be doing to execute. 

I was updating content on Room 214's website, and thought I would share a collage of logos (a very small sample, mind you) to remind people that social media is about interacting with many touch points (tools, web properties, content respositories, etc.)