Social Media Measurement

Social Media Measurement Model [Infographic]

by Mark Smiciklas · May 24, 2012

As social media becomes more widely accepted as a business tool, organizations embracing the medium are slowly becoming more adept at creating content and engaging with their audiences. The next step for organizations that are comfortable with the content side of things is the development of a strategy and tactics to measure the performance of their social media activity.

The following model is a work in progress that aims to build on a social media measurement framework developed by John Lovett and Jeremiah Owyang. Here are some notes about the model components:

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The Irony Of Measuring Marketing Now

by Jason Falls · May 14, 2012

I once provided counsel for a company that had little confidence in social media marketing. It begrudgingly decided it would hire a consultant, go through some strategic exercises and probably prove that social media was bullshit and it would be better off sticking with its traditional guns.

The brand’s insistence with my work, as is with most clients I’ve dealt with, was that we measure everything as infinitely as possible. Skeptics are like that. They want to know how many clicks, how many re-tweets, how many milliseconds the time-on-site number increases each month, even if none of those measures really matter. Social Media Explorer has always been more partial to sales and lead conversion or at least metrics that match the client’s business goals. We reported those as well and met the client’s expectations.

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Insights from 11 million consumer conversations

by Jason Falls · March 29, 2012

Editor’s Note: This is a guest post by Tara DeMarco, who works as the Social Specialist at Bazaarvoice.

In a few clicks, today’s social consumer can wield more influence, over more people, and in more ways than past consumers could ever have hoped for. The collective influence of billions of consumers interacting with people and things online leaves behind a trail of archivable, analyzable social data.

In our latest Conversation Index, Bazaarvoice analyzed over 11 million pieces of this social data to understand the people behind it. Here are some of the insights we uncovered, with tips for capitalizing on them.

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Get Out of Your Own Way: 5 Excuses Marketers Use to Avoid Social Media ROI

by Nichole Kelly · February 7, 2012

You see it everywhere. Management teams and marketers desperately want to understand how social media is delivering to the bottom line. Marketers are getting tons of pressure from their management teams and are desperate for a way to prove their strategies are working. With so many chomping at the bit to get at true return on investment (ROI), how has it remained so elusive? Has social media become the marketing channel that we know we need to have, but can’t demonstrate why?

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Understanding the ROI of Social Media

by Jason Falls · February 1, 2012

It’s the question that social media evangelists, speakers, consultants and practitioners begrudgingly have to answer. Sometimes, they have to or their jobs are in jeopardy. What is the ROI of social media. While I have my own perspective on that, there are many ideas and opinions on the issue. Part of what we plan to provide with our Explore events this year is a better understanding of the ROI question for all who attend.

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Benchmarking Your Social Performance

by Jason Falls · January 30, 2012

Editor’s Note: The following is a guest post from Tristan Handy from Argyle Social, a service SME uses and a company that sponsors our events. But I think you’ll agree, disclosures aside, it’s awesomeness.

You’ve spent all year writing and sharing great content. And from time to time, you check to see how your posts perform. But when you look at that report—whether it’s in bit.ly, Google Analytics, or your social media management tool of choice—how do you interpret it? Is 100 clicks good? Is 1,000 clicks good?

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Altimeter Report On Social Media Management Systems Will Help Your Brand

by Jason Falls · January 5, 2012

Altimeter Group‘s newest research report, “A Strategy for Managing Social Media Proliferation,” labeled as a “Buyer’s Guide,” is out and offers a deep look at social media management systems and how brands are using them. The report, which is free and available for download on Altimeter’s website but is also embedded below, is the first deep dive into the SMMS space which grows increasingly confusing and crowded. This report, authored by Jeremiah Owyang, will help brands better understand what is available and what platforms they should consider based on their strategic goals for social media activity. (Disclosure: I was interviewed and am included in the research for this report.)

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