Connecting Brand &Traffic Success... http://www.socialmedia-strategy.com/
What To Measure In Social Media
On the advice of a reader, Peter Da Vanzo steps through the process of managing and demonstrating the value of a social media campaign. Some of the measurements he believes are important are rising revenue, the competitive advantage, increases in visitor numbers, and reach.
While there's no one tool or technique that can measure and track all data, Da Vanzo suggests considering analytics, behavior tracking, dedicated tracking codes for links, coupon codes on Facebook or Twitter, and customer surveys. A satirical video Da Vanzo lifts from YouTube explains why marketers should consider social media.
The end result is that clients will spend more, on an ongoing basis, if they can see demonstrable value.
A company may do a one-off campaign for fun, as an experiment, or because they think it is trendy to do so, but they'll soon move on to the "next big thing" unless social media can demonstrate how it helps them achieve their marketing goals.
Some of the above is easy, some is difficult. It depends on the client and their goals. There will always be intangible rewards when it comes to brand building and raising awareness, but you can't know if you're winning the game if you don't keep score.
Source: webguild.org
While there's no one tool or technique that can measure and track all data, Da Vanzo suggests considering analytics, behavior tracking, dedicated tracking codes for links, coupon codes on Facebook or Twitter, and customer surveys. A satirical video Da Vanzo lifts from YouTube explains why marketers should consider social media.
The end result is that clients will spend more, on an ongoing basis, if they can see demonstrable value.
A company may do a one-off campaign for fun, as an experiment, or because they think it is trendy to do so, but they'll soon move on to the "next big thing" unless social media can demonstrate how it helps them achieve their marketing goals.
Some of the above is easy, some is difficult. It depends on the client and their goals. There will always be intangible rewards when it comes to brand building and raising awareness, but you can't know if you're winning the game if you don't keep score.
Source: webguild.org
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