1. Measuring your
social media
marketing efforts
Hint: Size isn’t everything
Natalie Henry
@henrynatalie
April 2010
2. It looks like fun
but like any relationship,
it takes effort.
3. The issue:
The focus of social media is on building and nurturing
relationships. Old school sales-related rules don’t
necessarily apply. Those rules hinge on quantifiable
ROI.
4. And why aren’t they effective
for measuring social media
efforts?
5. Measuring social media
initiatives with old
school methods
does not capture the way
‘word of mouse’ travels.
Doing so also inhibits
participation.
6. Steps we need to
take before we can
start measuring
Don’t worry there are only five of them.
7. 1. Build concrete goals i.e.
What do you want social
media to do for your
company or a particular
project?
Be S-M-A-R-T about it.
8. 2. What’s the plan? How
do you plan to fulfill the
goals? This action plan
should complement the
marketing strategy.
9. 3. Implementation and
execution: It’s time to put
the plan into action. When
doing so, consistency is key.
LISTEN ► LEARN ► CONVERSE ► TWEAK ► REPEAT
11. Five separate metrics
(These aren’t definitive.)
>Reach
>Frequency and Traffic
>Influence
>Conversions and Transactions
>Sustainability
12. 5. Keep talking. Regular
interaction is vital. We can’t
just write an article, post a
blog entry or finish a
campaign and call it a day.
This is relationship building folks –
not chitchat in the elevator.
13. Time to sum it up
• Size is irrelevant
• Create SMART goals
• Build and execute an action plan aka
LISTEN ► LEARN ► CONVERSE ►
TWEAK ► REPEAT
• Measure selected metrics in above goals.
• Keep talking (listening and tinkering).
14. Reminder:
You must begin with
determining your objectives
and then apply metrics
according.
Here’s a cheat sheet to get you started:
100 ways to measure social media
http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-
media-.html
15. Parting thought:
Should you ask ‘What's the
ROI of your efforts?’ or
‘What value are you
creating for people via
social media?’
17. Sources
Measurement Strategies for 5 Social Media Goals (PR Communications) - John Cass
Are We Too Worried with Finding the ROI of Social Media? (The Viral Garden)
100 Ways to Measure Social Media (Inside the Marketers Studio/David Berkowitz)?
The New Community Rules: Marketing on the Social Web by Tamar Weinburg
Lose Control of Your Marketing: Why marketing ROI measures Lead to Failure by David Meerman
Scott
Social Media: Who Can Show Us the Real Value? (Econsultancy)
Cheers to Social Media by Simon Baptist and Dylan Fuller (Slideshare presentation)
Oliver Blanchard Basics of Social Media ROI (Slideshare presentation)
Social Media Networking and ROI: How to Maximize Value and Minimize Cost
Images: Creative Commons
