The document discusses various misconceptions and challenges surrounding the measurement of social media success, emphasizing that traditional metrics may not accurately reflect its effectiveness. It advocates for having clear objectives, selecting a few key metrics for tracking, and benchmarking before campaigns start. It concludes with a suggestion to use tools wisely and to participate in collaborative measurement efforts.

1. Social media bootcamp Measuring success in social media Tom Nixon

11. ?

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

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

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

17. Social media isn’t a direct response ‘channel’

18. Measuring social media is easy in practice but difficult in theory

19. Conversational index Sentiment Followers Influence Mad science

21. Social media bootcamp

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

28. Blue – Hubs Yellow – Influencers

30. 1. Any measurement beats no measurement.

31. ss 2. Be clear about your objectives.

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

33. ss 4. Benchmark before you start your campaign.

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

35. ss 6. Come to Measurement Camp!

36. 7. Believe in love.

37. twitter.com/tomnixon nixonmcinnes.co.uk [email_address]