Social Media Measurement. \u00a0We hear a lot about it. \u00a0I constantly see people touting that it should be, and can be done. \u00a0But, when you get right down to it, I have a hard time finding people that provide concrete examples of how they are doing it.<\/p>\n
Sure, I’ve seen quite a few articles and presentations where people say measurement is about:
\n“Focusing on listening”
\n“Facilitating conversions”
\n“Leveraging relationships”<\/p>\n
Let’s be honest, that tells me absolutely nothing. \u00a0And 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”. \u00a0Even then, I bet there\u00a0still would\u00a0be people that wouldn’t listen.<\/p>\n
Social media measurement is a tricky subject, there are quite a few intangibles. \u00a0Not everything can or should be measured. \u00a0And, getting data\u00a0is a bit more challenging since the focus is on relationships and value exchange. \u00a0Not to mention the limitations within the networks themselves. \u00a0In any case, no matter how large or small your business, the first thing you need to do as a social marketer is\u00a0answer the question, “why are we doing social media”. \u00a0The answers you get, will help you determine what to measure.<\/p>\n
For example. \u00a0At nxtConcepts<\/a>, we tackled\u00a0 “why are we doing social media” with a few of the following answers: Once we wrote that down, it started to make the intangible, tangible and measurement possible. \u00a0(Without locking anyone in a room.)<\/p>\n Answer 1. To learn.<\/span> Answer 2. To demonstrate in a live scenario the work we can do for clients.<\/span> Answer 3. Affordable national brand awareness.<\/span> What are some ways your organization answers the question, “why are we doing social media”?<\/p>\n","protected":false},"excerpt":{"rendered":" Social Media Measurement. \u00a0We hear a lot about it. \u00a0I constantly see people touting that it should be, and can be done. \u00a0But, 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 … Continue reading Social Media Measurement. Let’s Talk Tangibles.<\/span>
\n1. To learn.
\n2. To demonstrate in a live scenario the work we can do for clients.
\n3. Affordable national brand awareness.<\/p>\n
\nMeasurement-<\/span>Engagement (# of comments, retweets, Likes, Photo or video uploads, event participation, poll usage, bookmarks, downloads and discussions)<\/p>\n
\nMeasurement-<\/span>-Application usage (games, landing pages, media players, sign-ups, Foursquare type interactions, plug-in’s that extend social media to an organization’s website)<\/p>\n
\nMeasurement-<\/span>-Awareness (# of Fans and followers over time and how it compares to others in the industry, social media sharing)
\nMeasurement-<\/span>-Analytics (profile data, conversions, demographics, page\/media views, churn)<\/p>\n