In the world of social media there are as many ways to measure success as there are ways to cook eggs. When all is said and done, it comes down to what matters most to you. Are you using social media as an engagement tool, a means to drive traffic to your website, or for social selling? Each has its own unique recipe to measure by.
Social Media Measurement ProfilesCommunity BuildersHere we care about nurturing a growing community and making sure clients feel they have a voice. The important measurements here are: growth of followers, likes, retweets, @mentions, sentiment (if you can, more on this later in the month…), and true conversations that are had.
Traffic Jam We want to be overrun with website traffic and we want it yesterday. Measurements to take account of here: clicks on links, referral traffic to site, conversions to leads, reach and click-through rates.
Social = Customer ServiceIn this case, we’re looking for the easiest, fastest way to answer questions, take care of issues and turn a client’s frown upside-down. We need to look at: comments, @mentions, direct messages, and reviews.
Sell It to Me It’s all about the units, services and Benjamin’s. You’re going to be looking at: direct response sales, conversion rates, direct traffic, and lead-to-customer metric.
Here at Exsilio we use an arsenal of tools to measure our social media success as a company. I love the painlessly easy and free Twtrland because it gives the forest-for-the-trees view of our Twitter profile. It shows us quickly what we need to look at, who our followers are and how our engagement is doing.
For our daily goings on, scheduling of posts and reporting on KPIs for all things @exsilio social, we use Hootsuite Pro. The integrated way that Hootsuite shows you your overlap with Tweets and posts to our Google Analytics keeps us coming back for more. It’s just the ‘Ah-Ha!’ moment we search for when trying to find the ‘why’ behind traffic.
No matter your social purpose, there are certainly ways to measure your ROI and what that truly means to your business.
Tags: audience engagement, best practices, community management, Facebook, Exsilio Solutions, marketing, social media, Social Media Marketing, Social Media Tools, Twitter
Marketing | Social Media
You can't just execute an idea that worked for someone else and expect it to perform better for you. This is how best practices get people in trouble; an idea, concept, campaign, etc, turns into a practice, diminishing opportunities for innovation and creativity. Unfortunately, finding a great example of this scenario is as easy as looking at many companies' implementation of social media. While I don't disagree with many common social media practices, I do think that one way companies are still stumbling into social is by simply practicing what worked for others.I'm sure I'm not the only one that found this out by example, "the Top 10 Steps to More Facebook Likes" may not actually bring you more followers. We live in an era of informational noise, and it gets worse when you look at the marketing world (I won't even start on the social media marketing portion of that globe). For every "way to make your brand's Twitter influential" you try, there are probably thousands of other "gurus" employing the same tactic. As Jeremiah Owyang puts it in this interview by Markie Marketo, "Social can be used for many permeations of business goals, and it'll continue to change. We're a long ways from being able to measure [social media efforts] cohesively and consistently across all of our channels." It's often tough to pinpoint a direct relationship between a scenario's cause and effect in the real world, and this is especially true in the social media space. This is why researchers like Owyang recommend evaluating social media based on its contribution to a specific range of business goals; the idea of relying on a compass, not a checklist.My point here is not to downplay tried-and-true methodologies. However, I think it's important to occasionally check ourselves. Is Idea A in use simply because others were successful in its execution, or are did we truly find it to be valuable for our business? Are campaigns X and Z running because they were easy to scale and included in a package of recommended ideas, or are they real examples of our company's broadening perspective? Are we actually innovating, or just using Competitor B's idea faster and better? If we're not careful, best practices can lead us down the dangerous road of maintaining the status quo.
Tags: Social Media Marketing, Facebook, Twitter, marketing strategy, best practices
Utilizing social media at events such as fundraisers or expos is a no-brainer. Its versatility and potential to have significant impacts on impressions make it a great medium for an event of any size. After all, one of the core functions of a social network is the ability to share one's experience regarding an event. Also, social media allows campaign managers a high level view of the event’s overall reception, almost instantly.This weekend, we’ll be able to witness just how large scale a company’s social media campaign can run, at one of America’s largest events.Over a hundred million people are expected to tune into this year's Super Bowl [between the New England Patriots and New York Giants]. Of these 100+ million folks, 60% will be online. This, coupled with the fact that NBC is providing live, online streaming of the game, leads me to believe that this 60% will be watching their social streams and feeds along with the game.Dubbed the “Second Screen Phenomenon,” advertisers and marketers are recognizing that there is an increasing amount of online usage at events. We humans obviously like to share our experiences, which explains why your social media feed might include many one-line, exclamatory reactions to a game on Sundays. I’m sure I’m not the first Twitter user to have trouble finding noteworthy content on Sunday nights due to the multiple, frequent, “Falcons! NOOO!” or, “Really? Fumble?” tweets.Coca-Cola plans on tapping into this potential with their new campaign on CokePolarBowl.com. Here’s a quick summary of what will be going on:• The website, hosted on Facebook, will feature two polar bears, watching and reacting to the game live.• Commercials spots throughout the game will direct the audience to the campaign site.• The stream will also be available on Twitter, ESPN.com, and other ad placements throughout the web.• The bears’ reactions, which will be shareable via Twitter and Facebook (i.e., retweeting a happy response from the bear that’s a Giants fan), will even be made for the commercials.With this campaign, Coke will be cashing in on the potential for over 60 million unique impressions in one day. And that, my friend, is how you run a social media campaign.For a complete rundown of the campaign, read Karlene Lukovitz’ report on Media Post here.
Tags: customers, social media, smartphones, mobile marketing, marketing, marketing strategy, Twitter, Facebook, events, impressions, audience engagement
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