How Craig Kessler Has His Pulse on ROI

I don’t remember when Craig Kessler first commented at AriWriter, but a recent Google search shows his name at the bottom of an October 20, 2008 post about marketing your business online.

When he’s not working at small business advisor iSquare, you can find Craig, 23, running operations at financial management startup Budget Pulse (managing a website, blog, and Twitter account @budgetpulse).

And–I’m not bringing up his personal Twitter account (@craigkessler), or his Facebook and LinkedIn profiles, all of which he keeps active.

How about Craig’s secondary blog co-written by Matt Rosenberg called The Movie Banter? They have a YouTube channel, too!

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Craig’s comment to me six months ago referenced this Gary Vaynerchuk video about the importance of online engagement as one way to calculate ROI:

The proof is in the measurement, so when you consider this status update from November 21, 2008 when Craig’s personal Twitter account surpassed 100 followers, he has nearly 1,100 groupies today.

I call that ROI.

You can’t compare Craig to so-called celebrities on Twitter like Jimmy Fallon and Demi Moore and Lance Armstrong; they have hundreds of thousands of followers because of who they are, not because of any sort of engagement. Jimmy, Demi, and Lance are not examples of ROI; they are examples of celebrity, pure and simple, the sort of movie banter that Craig and Matt blog about.

I enjoyed meeting Craig last week over drinks in Washington, D.C. and I’m pleased to devote my Saturday roundup to someone who ought to be congratulated by his Millennial peers and emulated by everyone else for grasping and doing what’s necessary to market a business–and oneself–online.

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