Social Media Measurement

HootSuite Releases Social Media Measurement White Paper

by Jason Falls · 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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Social Media Measurement: What You Are Doing Wrong

by Nichole Kelly · May 13, 2011

Are you measuring social media in isolation from your other marketing activities? Are you overwhelmed trying to understand how social media metrics compare to other marketing metrics? Do you want to have a holistic dashboard for all of your online activities? Today we will focus on how to leverage standard metrics from other digital marketing channels so you can finally have baseline metrics that mean something.

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2011 Trending Topic: Social Media ROI

by Nichole Kelly · April 21, 2011

Did you get a larger social media budget for 2011? Are you being pressured to deliver ROI from your new budget? As the buzz around social media finally made it to executive’s ears their willingness to open the proverbial purse strings loosened, but it came at a price that many marketers were unprepared for … accountability.

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How To Build Social Media Awareness Into Your Website

by Jeff Larche · March 9, 2011

An old man is approached by a traveler. He’s asked how to get to Dublin. The old man replies: “I sure wouldn’t start from here.” As a web analyst I’m occasionally tempted to use that line. It happens when I’m brought into a project long after a site is launched and I’m asked to report on user behavior the site just wasn’t built to measure.

Increasingly the metrics requested are of user engagement, related to social media conversations surround the site content. If my client is lucky I’m able retrofit a solution, but it’s always best to plan for these from the start. Here’s how. I’ve drafted a short list of considerations for you as you prepare for your next site or site redesign.

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ValueVine Brings Location-Based, Review Site Analytics To Franchise Tool

by Jason Falls · February 15, 2011

Seattle-based ValueVine, a social media management solution for franchise and multiple-location businesses, this morning launched a powerful new version of their tool that expands focus beyond Facebook and Twitter and positions the company as a social media management, engagement and analytics solution. The new product, called ValueVine Connect, has such a wealth of new data and analysis functionality that CEO Neil Crist told me, “This will now be our lead product.”

That’s pretty impressive considering their previous management solution was solid.

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Tracking The Elusive Influential

by Jeff Larche · December 8, 2010

Sorry, Malcolm. You’re still on the hot seat. I was initially planning to call this An Apology To Malcolm Gladwell: Your Book Isn’t Crap After All. I was inspired by news of amazing work in the field of social media analytics — news that suggested that real Influentials were finally captured “in the wild.”

That was before I dug deeper. The facts are that some cool data mining techniques are helping one company leverage their own “Influentials” (Gladwell calls them Mavens), but the work isn’t scalable to other industries. The only thing we can say for sure about these Influentials is they’re helping someone half a world away pick up more cell phone minutes. Here’s the research that got me so excited.

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How Many People Actually Consume Your Content?

by Jason Falls · December 6, 2010

How do you measure the number of people your digital marketing efforts reach? More specifically for those of you using content marketing, blogging or similar activities on your website, how are you quantifying that success? Is it Google Analytics or other website measurement tools? Is it the number of RSS feed readers for your syndicated content? A combination of both?

To put it bluntly, if your CEO passed you in the hall five minutes from now and asked, “How many people read our blog each day?” what number would you quote?