Social Media Measurement. We hear a lot about it. I constantly see people touting that it should be, and can be done. But, when you get right down to it, I have a hard time finding people that provide concrete examples of how they are doing it.
Sure, I’ve seen quite a few articles and presentations where people say measurement is about:
“Focusing on listening”
Let’s be honest, that tells me absolutely nothing. And instead conjures pictures in my mind of trapping people in a room and telling them the only way out is to say “the magic words”. Even then, I bet there still would be people that wouldn’t listen.
Social media measurement is a tricky subject, there are quite a few intangibles. Not everything can or should be measured. And, getting data is a bit more challenging since the focus is on relationships and value exchange. Not to mention the limitations within the networks themselves. In any case, no matter how large or small your business, the first thing you need to do as a social marketer is answer the question, “why are we doing social media”. The answers you get, will help you determine what to measure.
For example. At nxtConcepts, we tackled “why are we doing social media” with a few of the following answers:
1. To learn.
2. To demonstrate in a live scenario the work we can do for clients.
3. Affordable national brand awareness.
Once we wrote that down, it started to make the intangible, tangible and measurement possible. (Without locking anyone in a room.)
Answer 1. To learn.
Measurement-Engagement (# of comments, retweets, Likes, Photo or video uploads, event participation, poll usage, bookmarks, downloads and discussions)
Answer 2. To demonstrate in a live scenario the work we can do for clients.
Measurement--Application usage (games, landing pages, media players, sign-ups, Foursquare type interactions, plug-in’s that extend social media to an organization’s website)
Answer 3. Affordable national brand awareness.
Measurement--Awareness (# of Fans and followers over time and how it compares to others in the industry, social media sharing)
Measurement--Analytics (profile data, conversions, demographics, page/media views, churn)
What are some ways your organization answers the question, “why are we doing social media”?