Measurement@jlysne
SOCIAL MEDIA MYTHS
Our company should be in social media because it is popular
The number of fans, followers, friends are the  best measure of social media influence
Everyone is in social media now, so we can  abandon other marketing efforts like print,  radio and email
You can’t track the ROI of social media and the  impact it has on my business
GETTING STARTED WITHMEASUREMENT
Some Common Objectives•   Awareness•   Reputation Management•   Customer Service•   Public Relations•   Name/Potential Cus...
Know Your Audience                          Motivations         Platforms                          Frequency         Motiv...
COMMONLY USED METRICS
Metrics to ConsiderReputation Management               Acquisition                           NetworkingNumber of positive ...
Look at page 164  in the The Now  Revolution  book for a  great metrics  selection tool.
TOOLS OF THE TRADE
Web Analytics
Social Monitoring
Platform Analytics
A REAL LIFE EXAMPLE
Listening
•••
4 Key Takeaways1. Know why you are using social media2. Know what you are measuring before you go   to market3. Create int...
QUESTIONS?
Social Media Myths - Measurement
Social Media Myths - Measurement
Social Media Myths - Measurement
Social Media Myths - Measurement
Social Media Myths - Measurement
Social Media Myths - Measurement
Social Media Myths - Measurement
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Social Media Myths - Measurement

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Social Media Myths - Measurement

  1. 1. Measurement@jlysne
  2. 2. SOCIAL MEDIA MYTHS
  3. 3. Our company should be in social media because it is popular
  4. 4. The number of fans, followers, friends are the best measure of social media influence
  5. 5. Everyone is in social media now, so we can abandon other marketing efforts like print, radio and email
  6. 6. You can’t track the ROI of social media and the impact it has on my business
  7. 7. GETTING STARTED WITHMEASUREMENT
  8. 8. Some Common Objectives• Awareness• Reputation Management• Customer Service• Public Relations• Name/Potential Customer Acquisition• Customer Loyalty• Thought Leadership• Networking• Crisis Mitigation
  9. 9. Know Your Audience Motivations Platforms Frequency Motivations Blog Social Behavior Network BehaviorMotivations Micro- Video Motivations Blog SharingFrequency Behavior Social Behavior Platforms MediaMotivations Rating Behavior Video Types and Watching Review BehaviorAuthenticity Behavior Motivations Photo Forum/ Sharing Chatroom Behavior Behavior Platforms Platforms Motivations Motivations
  10. 10. COMMONLY USED METRICS
  11. 11. Metrics to ConsiderReputation Management Acquisition NetworkingNumber of positive mentions Number of new contacts Number of connectionsNumber of negative mentions Value place on a contact Interaction with connectionsNumber of overall mentions Incoming ReferralsCustomer Service Customer Loyalty Crisis MitigationNumber of questions answered Participation Number of Negative MentionsDecrease in call center questions Size of community Number of Positive MentionsCost savings Increased positive mentions/reviewsPublic Relations Thought Leadership AwarenessSocial connectivity Share of voice Number of FollowersPercentage of pickup Number of followers Number of MentionsShare of voice Number of mentions Click Through Traffic Time spent with content Search volume Number of clicks Site traffic Content sharing Klout score Search volume
  12. 12. Look at page 164 in the The Now Revolution book for a great metrics selection tool.
  13. 13. TOOLS OF THE TRADE
  14. 14. Web Analytics
  15. 15. Social Monitoring
  16. 16. Platform Analytics
  17. 17. A REAL LIFE EXAMPLE
  18. 18. Listening
  19. 19. •••
  20. 20. 4 Key Takeaways1. Know why you are using social media2. Know what you are measuring before you go to market3. Create integrated measurement strategies4. Make sure you are measuring the right thing
  21. 21. QUESTIONS?

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