Category archives for

– Social Media Measurement –

If The Metric Isn’t Money, You Cannot Measure ROI

by · September 8, 2014

The single biggest challenge both communications professionals and the business leaders they answer to have to overcome is understanding business metrics. There are generally two kinds: Those related to revenue and those related to intangibles. When you’re measuring revenue, you can calculate return on investment (ROI). When you’re not measuring revenue, you can’t.

Yet both communications professionals and their managers somehow still think it’s okay to hold us to ROI standards for any and all business objectives.

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A Cheap Way to Discover Brand-Topic Affinities on Twitter

by · August 11, 2014

Sometimes interesting things appear when you’re not even looking. And some lessons taught are applicable far beyond immediate challenges.

Case in point: The realization that Twitter advertising statistics can reveal brand-topic affinities.

Ad stats help you assess how well you’ve targeted promoted tweets — that’s their purpose — but you can use them for much more. You can use them to study competitive positioning and identify influencers around particular topics of interest. The trick is to craft tweets that don’t (only) promote a product or service, but also/instead help you evaluate the topic-engagement link. The insights revealed aren’t especially useful for me — I’m well-positioned in my text and sentiment analysis consulting specialization — but if your business depends on precision online targeting, you may find ads data to be a new, unique, inexpensive source of social intelligence.

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Swallow your fear and start measuring

by · June 24, 2014

Digital marketing is my passion. Some would say I am “tattoo passionate” about digital marketing. I freaking love how people can do darned near anything online and how marketers can leverage the endless possibilities of digital to create meaningful experiences for their customers. It brings me joy. You know what else brings me joy…doing a good job and being good at what I do. And I have to know if I did well or not, because it is really, really, REALLY important to me. I need a scorecard because you see, I am insanely competitive. And it is really hard to know the work I am doing to create meaningful experiences for customers is working. In fact, it’s really hard when we collectively jump under our desks any time anyone asks us about return on investment.

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Why Cost per Acquisition Is the Only Metric That Really Matters

by · March 28, 2014

There’s no denying it. You cannot consider yourself a great ad person unless you know your numbers.  At SME Digital (the agency arm of Social Media Explorer), we’re all about garnering results that are measurable. After all, you aren’t an effective marketer if you aren’t tracking the numbers.  Even more, you aren’t a top-notch marketer if you’re not tracking the one metric that matters above all others: Cost per Acquisition (CPA).

Now don’t get me wrong, all those other metrics are important too. Metrics like:

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Social media ROI is nothing but a numbers game

by · March 3, 2014

Every time a marketer says that social media ROI isn’t important or doesn’t tell the whole story, a piece of their career potential dies. I will be the first to tell you that social media ROI isn’t the end all, be-all metric. But I will tell you that it is one that absolutely can’t be swept under the rug or forgotten. You may not care about ROI, but every person who has real influence over your career cares…and they care A LOT. So we need to embrace it and figure out how to get the numbers that would actually give us a chance to get that seat at the executive table. Think that’s malarkey? The distrust from CEO’s is extending to the entire marketing team up to the CMO and the top reason is inability to deliver ROI. In essence, not figuring this out could impact your career trajectory.

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Social Sentiment’s Missing Measures

by · January 29, 2014

Social-analytics accuracy is essential, whether you seek broad understanding of attitudes that affect your business, early warning of emerging threats, or to spot individual issues for customer care. Yet as I wrote in 2012, “focus on accuracy distracts users from the real goal, not 95% analysis accuracy but rather support for the most effective possible business decision making.” The most accurate and sophisticated listening/response program will fail if you’re not measuring values that matter and communicating useful and usable insights.

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2014 Marketing Measurement Predictions

by · December 31, 2013

The world of marketing measurement has evolved drastically over the last 5 years. I’ve personally watched as we have moved from theory into practice and it has been inspirational to say the least. I’ve seen some trends with the companies I’ve talked to that I thought it was time to talk about what trends are bubbling to the top.

I wanted to take a look at where the industry is headed and make some predictions so that marketing teams can finally get ahead of the curve.

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The $21,000 Tweet: From Social Right to Your Pipeline

by · July 25, 2013

I used to believe that you’d have better luck running into Bigfoot in Central Park than getting a big-ticket lead from a tweet, but I’ve been proven wrong. The Sasquatch sighting of Twitter marketing happened, landing a dizzying $21,000 deal from a simple tweet. Here’s a screenshot of how fast the “Bigfoot deal” accelerated from tweet to signature.

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The Social Media Tortoise and the Hare – Part 3

by · June 26, 2013

This is the third and final post in a 3 part series which takes a deep look into the maturation of the social listening market. In Part 1, I discussed the value of balancing pushing content versus pulling data to garner insight.  I also introduced the concept of the 4 pillars of social listening: Features, Content, Accuracy and Infrastructure. In Part 2, I shared how these 4 pillars applied to the development of the listening market and how you can use this information to make decisions for your organization. Today I will share with you some questions to ask a potential social media listening partner as well as arm you with information to move your organization forward. 

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