Posts tagged as:

measuring social media

Searching for social ROI?

by · November 12, 2014

I am pulling my hair out over here! It’s one of the absolute worst, most frustrating feelings one can have…losing stuff. You see, I have a computer cord that I only need about twice a year, and I always put it back in the same place when I am done with it. Because when I need it, I really need it. And it’s not here. It’s not in its place, and I’m in the process of tearing my house apart looking for it. It’s a totally helpless feeling. And if you are being asked to prove your social ROI…you know this feeling firsthand. But lucky for you, there’s help for your lost things. Keep your hands off of your hair, and see what SME Digital has found for you.

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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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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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The Irony Of Measuring Marketing Now

by · 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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Benchmarking Your Social Performance

by · 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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HootSuite Releases Social Media Measurement White Paper

by · May 16, 2011

We are always excited when one of our team members does something awesome. Nichole Kelly, one of SME’s regular contributors and a social media measurement consultant, worked with HootSuite recently to create a white paper for them called, “An Introduction to Social Media Measurement.

It’s the first in a series of white papers Kelly is working on. In her typical, Full Frontal ROI style, Nichole cuts through the clutter of retweets and follower counts and focuses on measuring social media marketing efforts with financial goals and objectives in mind. The HootSuite paper includes how-to documents on getting metrics from its new Custom Social Analytics Reporting feature.

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The Illusion of Accountability

by · October 14, 2010

This may sound slightly ironic, coming from me, but I think sometimes we fall a little too in love with metrics. The Internet has trained a new generation of marketers and brand managers to expect that every impression, message, action and conversion should be measurable and trackable, and “less measurable” media such as TV, Print and Radio have suffered as a result. Today, social media is part of that conversation, and the tools and techniques to measure social engagement efforts are legion.

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Forrester Report Offers Analyst Look at Social Media ROI

by · July 21, 2010

Forrester Research has produced another interesting report, this one focusing on perhaps the hottest topic of the social media world over the past year: The ROI of Social Media Marketing. The piece, primarily authored by Forrester analyst and friend Augie Ray, offers what Forrester calls a balanced scorecard for measuring the ROI of social media, complete with expected Forrester graphics and interview-based insights.

Measurement unit
Image via Wikipedia
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