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How To Measure Social Media

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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It’s Time for a Social Media Measurement Intervention

by · November 5, 2013

Tweets, retweets, mentions, likes, comments, shares, Klout, Kred, PTAT…Seriously?!? When did marketers decide that we need to speak in tongues to justify our efforts? Let’s get started on the right foot here. The first step is to stop trying to spin social media measurement by hypnotizing people with your crazy “social” metrics speak. For this to work, you’ll also have to stop fooling yourself into thinking that these metrics are cool, too.

It’s time for a social media measurement intervention because it’s gotten a little out of hand and people are starting to get concerned about you, Social Media. People are saying that you’ll never produce a return for our company, that you are all about partying and hanging out with your friends instead of helping our business grow, and even worse…there are memes about you going around.

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To Be Successful, Social Media Has to Fail

by · December 11, 2012

As companies start to invest more heavily into social media, it will quickly bring out the magnifying glass. It’s a big deal. For many companies social media is finally getting its own line in the budget for 2013.  This comes with good and bad news. Executives have been struggling with understanding where social media delivers return since the first time one of their employees came in and begged to test it. Now that it has its own line item in the budget, it’s natural for skeptical executives to approve the budget and pull out their magnifying glass at the same time. Once companies start making real investments in social media, the pressure is on for marketers to quickly demonstrate real ROI. Not those fluffy reports on how many fans and followers were generated.

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