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Social Media Myths - Measurement
- 3. Our company should be in social media because it is popular
- 4. The number of fans, followers, friends are the best measure of social media influence
- 5. Everyone is in social media now, so we can abandon other marketing efforts like print, radio and email
- 6. You can’t track the ROI of social media and the impact it has on my business
- 8. Some Common Objectives • Awareness • Reputation Management • Customer Service • Public Relations • Name/Potential Customer Acquisition • Customer Loyalty • Thought Leadership • Networking • Crisis Mitigation
- 9. Know Your Audience Motivations Platforms Frequency Motivations Blog Social Behavior Network Behavior Motivations Micro- Video Motivations Blog Sharing Frequency Behavior Social Behavior Platforms Media Motivations Rating Behavior Video Types and Watching Review Behavior Authenticity Behavior Motivations Photo Forum/ Sharing Chatroom Behavior Behavior Platforms Platforms Motivations Motivations
- 11. Metrics to Consider Reputation Management Acquisition Networking Number of positive mentions Number of new contacts Number of connections Number of negative mentions Value place on a contact Interaction with connections Number of overall mentions Incoming Referrals Customer Service Customer Loyalty Crisis Mitigation Number of questions answered Participation Number of Negative Mentions Decrease in call center questions Size of community Number of Positive Mentions Cost savings Increased positive mentions/reviews Public Relations Thought Leadership Awareness Social connectivity Share of voice Number of Followers Percentage of pickup Number of followers Number of Mentions Share of voice Number of mentions Click Through Traffic Time spent with content Search volume Number of clicks Site traffic Content sharing Klout score Search volume
- 12. Look at page 164 in the The Now Revolution book for a great metrics selection tool.
- 14. TOOLS OF THE TRADE
- 15. Web Analytics
- 19. A REAL LIFE EXAMPLE
- 20. Listening
- 23. • • •
- 27. 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
- 28. QUESTIONS?