Download - Social Media Myths - Measurement
@jlysne
Measurement
SOCIAL MEDIA MYTHS
Our company should be in social media because it is popular
The number of fans, followers, friends are the best measure of social media influence
Everyone is in social media now, so we can abandon other marketing efforts like print, radio and email
You can’t track the ROI of social media and the impact it has on my business
GETTING STARTED WITH MEASUREMENT
Some Common Objectives
• Awareness
• Reputation Management
• Customer Service
• Public Relations
• Name/Potential Customer Acquisition
• Customer Loyalty
• Thought Leadership
• Networking
• Crisis Mitigation
Know Your Audience
Motivations
Platforms
Types
MotivationsAuthenticity
Motivations
Frequency
Motivations
Platforms
Motivations
Platforms
Motivations
Motivations
Platforms
Frequency
Motivations
Social
Media
Behavior
Blog
Behavior
Social
Network
Behavior
Micro-
Blog
Behavior
Rating
and
Review
Behavior
Video
Sharing
Behavior
Video
Watching
Behavior
Photo
Sharing
Behavior
Forum/
Chatroom
Behavior
COMMONLY USED METRICS
Metrics to Consider
Reputation ManagementNumber of positive mentions
Number of negative mentions
Number of overall mentions
Customer ServiceNumber of questions answered
Decrease in call center questions
Cost savings
Public RelationsSocial connectivity
Percentage of pickup
Share of voice
AcquisitionNumber of new contacts
Value place on a contact
Customer LoyaltyParticipation
Size of community
Increased positive mentions/reviews
Thought LeadershipShare of voice
Number of followers
Number of mentions
Time spent with content
Number of clicks
Content sharing
Search volume
NetworkingNumber of connections
Interaction with connections
Incoming Referrals
Crisis MitigationNumber of Negative Mentions
Number of Positive Mentions
AwarenessNumber of Followers
Number of Mentions
Click Through Traffic
Search volume
Site traffic
Klout score
Look at page 164 in the The Now Revolution book for a great metrics selection tool.
TOOLS OF THE TRADE
Web Analytics
Social Monitoring
Platform Analytics
A REAL LIFE EXAMPLE
Listening
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4 Key Takeaways
1. Know why you are using social media
2. Know what you are measuring before you go to market
3. Create integrated measurement strategies
4. Make sure you are measuring the right thing
QUESTIONS?