Posts tagged as:

social media metrics

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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Spring Book Reviews: Four For Your List

by Jason Falls · February 18, 2011

It’s that time again. When the stack of books I’ve been asked to review gets so high, I feel bad about not taking a few off the top. So I’ve put together another video review of four books I think are worth your time and effort for this spring. Each has some application to the social media marketing and online communications world.

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Case Study: Social Media Customers Are More Valuable Customers

by Jason Falls · February 8, 2011

Too many companies looking for proof that social media marketing works tend to look at the wrong things. “How much money will I make?” “How many new sales will I have?” Both are frequent questions from executives and business owners investigating social media marketing as tactics for their businesses. And they’re not bad questions, just sometimes the wrong questions. Sometimes it’s not how much you make, but how much of a difference your social media (read: relationship-building) efforts make in what your customers look like.

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PAVE-ing A Way For Refined Social Media Measurement

by Jason Falls · November 27, 2010

Editor’s Note: The following is a guest post from Joel Gn, a Singapore-based communications associate with web development firm Aeturnus.

Corporations today have only been too eager to jump on-board the social media bandwagon. This has inevitably resulted in the growth of various social media tools in the market, but the usual questions continue to surface: how are social media metrics translated into actionable insights? How do the measurements correlate with the ROI of the company or brand?

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APCO-HuffPo Measurement Tool Scores Perception, Not Success

by Jason Falls · November 17, 2010

There’s a new company ranking out from a SocialEQ tool from APCO Worldwide and Huffington Post. It’s supposed to be a new research model that has what they call, “a unique approach to evaluating the effectiveness of a company’s social media strategy through quantitative means.” They scored the Fortune 40 “Most Admired” companies based on their research model to show which companies are most socially successful through the eyes of their model.

Let me caution you now that it’s not a measure of a company’s social media strategy effectiveness, but of the public perception of that effectiveness. Still, it offers some interesting ideas on how the public (sort of) views a company’s success in the social space and how we as marketers can think through our approaches.

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The Illusion of Accountability

by Tom Webster · 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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What Is Engagement And How Do We Measure It?

by Jason Falls · January 4, 2010

One of the most powerful business objectives social media can deliver is consumer engagement. At least that’s what all the social media advocates tell you, right. But what exactly is “engagement,” how do you measure it and why is it all of a sudden the holy grail of marketing?

Frankly, engagement is just a bullshit term made up to apply to making people do something in the online (or offline) space. Sixty years ago engaging a customer meant you said, “Hi. Wanna buy some stuff?” They said, “Sure, whatya got?” Then they bought something.

Successful engagement.

group hug
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What Social Media Can Do For Your Business

by Jason Falls · December 28, 2009

There are still a number of business people, executives, owners and more, that have doubts about social media as a business driver. Part of that skepticism has to do with the fact the medium is quite new and participating in it requires a different approach from traditional marketing efforts. Part of it has to do with the fact that social media thinkers and advocates have never been very good at illustrating a definitive tie to business success through their medium of choice.

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