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Measuring the Impact of Social Media

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Jennifer McNabb's handout from the 4/4 SMB: Analyzing Social Media Metrics

Jennifer McNabb's handout from the 4/4 SMB: Analyzing Social Media Metrics


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  • 1. Chapter 3. Measuring the Impact of Social Engagement Engagement is the outcome of social programs that deliver great content and foster active, engaged communities. In addition to tracking engagement metrics, brands must tie those metrics back to business objectives to demonstrate a return on social investment. 3.1 Glossary of Terms Paid Media- Traditional advertising such as display, broadcast, and search ads. Owned Media- Content that is owned or controlled by a brand including websites and social presences on channels such as Facebook, Twitter, YouTube and LinkedIn. Earned Media- Mentions in traditional and social media channels made by consumers or as the result of PR efforts. Media Convergence-the fusion of two or more media types such as social ads (e.g. promoted tweets, sponsored stories) Social Return on Investment- The measurable business outcome resulting from social media activity. The return must be defined by each business, whether it is revenue, brand awareness, or consumer loyalty. 3.2 The Social Funnel Mapping the path of social conversion requires planning, a clear understanding of social objectives, and coordination of backend systems to track consumer activity from impression to engagement to conversion.Chapter 3 | Measuring the Impact of Social Engagement Spredfast Social Marketing 1
  • 2. Chapter 3. Measuring the Impact of Social Engagement3.3 Social Lead Generation ChecklistIf you are looking to generate leads through social activity, keep the following sevenpoints top of mind: Define a strategy Have an idea of what goal you are trying to accomplish and a plan that can get you there. Include a call to action Give your followers an idea of the action you expect them to take. Use power words Keep it interesting and obvious what interactions you invite your social customers to take. Keep it retweetable Make sure your content is short enough to be shared. Tag early, tag often (people, companies, events) All the networks allow you to tag. Create social goodness by doing this, and increase reach by getting seen by their followers too. Always include a link or multimedia Clicks = conversion. Make sure to include links whenever you can. Multimedia gets more engagement so include photos or video when it makes sense. Embrace the channel Each channel has different strengths, measurement metrics, and unique features. Be sure to understand the different channels and how you should utilize and measure each one.3.4 Review Questionsa. Identify the business objectives you want to achieve through social activity.b. Outline the Key Performance Indicators (KPIs) necessary to track progress towards theobjectives outlined in (a).c. How are you incorporating paid, owned, and earned media into your social mediamarketing mix? 2 Spredfast Social Marketing Chapter 3 | Measuring the Impact of Social Engagement