Measuring Social Media

Social media bootcamp Measuring success in social media Tom Nixon

We can tell you the ROI (lie)
We can tell you what people think (lie)
This system solves your problems (lie)
New lies

Circulation figures
Net Promoter Score
TV viewing figures
Political polls
Advertising Value Equivalency (AVE)
Old lies

Open rate
Page views
Click-thru rate
Sales
Abandoned shopping baskets
Conversion rate
Direct response

Social media isn’t a direct response ‘channel’

Measuring social media is easy in practice but difficult in theory

Conversational index
Sentiment
Followers
Influence
Mad science

Social media bootcamp

Repeat business (retention)
Customer referrals
Word of mouth (reputation)
Love

Blue – Hubs Yellow – Influencers

1. Any measurement beats no measurement.

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2. Be clear about your objectives.

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3. Pick 4 or 5 measures and create a dashboard.

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4. Benchmark before you start your campaign.

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5. Use tools, but with a pinch of salt.

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6. Come to Measurement Camp!

7. Believe in love.

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by Silverpop on May 19, 2009