Posts tagged as:

social media metrics

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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Social Media Sentiment: Competing On Accuracy

by · April 19, 2012

Editor’s Note: This is a guest post by Seth Grimes, a strategy consultant and industry analyst with Washington, D.C.-based Alta Plana Corporation.

Sentiment is a key social attribute – we’re talking feelings, opinions, and emotions, expressed about brands, products, and personalities – but measurement is not yet science. The sentiment-analysis solution space lacks standard definitions, metrics, and methods, and not a few solutions offer only crude, low-grade analytics. The result? Business users are hard-pressed to weigh the many vendor claims they hear, first-and-foremost surrounding accuracy.

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

by · 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 · 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 · 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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Super Charge Your Social Media With HootSuite And Google Analytics

by · December 28, 2011

In March, HootSuite announced their release of Social Analytics which combines the power of HootSuite’s ow.ly statistics with Google Analytics, Facebook Insights and more. They already boast an easy-to-use interface for managing social media channels, and now HootSuite Pro users have an expanded social reporting dashboard that is providing best-in-class reporting options starting at $5.99 per month.

What HootSuite Pro Does Well

One-Click Report Creation

The social reporting dashboard allows users to set up a variety of automated reports including Ow.ly stats, Facebook Insights, and Google Analytics. They have made it fairly easy to create reports by providing templates and a system of widgets that allow you to quickly drag and drop reporting elements onto your dashboard.

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Killer Topics, Fellow Voices On This Week’s BeanCast

by · June 6, 2011

This week’s edition of the popular marketing and technology podcast The BeanCast is a dandy. I was honored to be asked to join in the discussion on a variety of awesome tech and marketing topics by host Bob Knorpp. The show also featured three other stellar marketing minds. My buddy John Wall of Ronin Marketeer and Marketing Over Coffee, Partners + Napier copywriter and contributor for both AdPulp and Talent Zoo Dan Goldgeier and Spyder Trap Marketing president Mike Rynchek.

The BeanCast

  • The hour-long podcast was a really fun, fast-moving discussion. We talked about a variety of things, including:
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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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What’s Your Social Media Average Response Time?

by · March 21, 2011

If you hold true the notion that being responsive to online customer questions, complaints and feedback is an essential core tenet of good social media marketing, then you should consider your response time a valuable success metric. Being fast (and first) to respond to the online conversation, particularly when it turns bad, is a critical component of online customer service and an engaged social business.

The fast food industry certainly appreciates response time. The word “fast” is in the description of their market segment. Those computer monitors that hang from the ceilings behind counters at McDonald’s, Chick-Fil-A and the like primarily display the orders yet to be filled, but secondarily also flash how long it has been since the order was placed to keep the staff focused on their basic unique selling proposition: fast.

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