{"id":859,"date":"2010-08-12T22:33:38","date_gmt":"2010-08-12T12:33:38","guid":{"rendered":"http:\/\/www.razchorev.com\/?p=859"},"modified":"2010-08-12T22:33:38","modified_gmt":"2010-08-12T12:33:38","slug":"social-media-metrics-it-aint-what-you-think","status":"publish","type":"post","link":"https:\/\/www.razchorev.com\/newme\/social-media-metrics-it-aint-what-you-think\/","title":{"rendered":"Social Media metrics &#8211; it ain&#8217;t what you think"},"content":{"rendered":"<p>Brand awareness is the new measuring stick of a successful marketing campaign, and that only the first set of eyeballs are the ones you pay for \u2013 everything after that is word of mouth.\u00a0The idea that Social media ROI and metrics are difficult to measure isn\u2019t quite true. Nor should you only be measuring by brand awareness (although this is definitely a measurement gauge for social media).<\/p>\n<p>In fact, social media can offer some of the best metrics for ROI around. All you need to do is set your success guides \u2013 what you want to achieve and how long you want to spend achieving it \u2013 and then measure your results against that.<\/p>\n<h2><em>Blogger outreach<\/em><\/h2>\n<p>A key component to many (if not most) social media campaigns,\u00a0<a href=\"http:\/\/dannybrown.me\/2010\/04\/14\/six-steps-to-running-a-successful-blogger-outreach\/\" target=\"_blank\">blogger outreach programs<\/a> can offer some of the best mileage and results of any marketing tool. Measuring your success isn\u2019t too difficult, either:<\/p>\n<ul>\n<li>How many <strong>bloggers <\/strong>wrote about you?<\/li>\n<li>How many <strong>comments <\/strong>did these posts receive? (not always applicable &#8211; depends on the subject).<\/li>\n<li>How many <strong>social shares<\/strong> did the post get?<\/li>\n<li>How many <strong>Re-Tweets<\/strong> did this post get?<\/li>\n<li>How many <strong>social bookmarks<\/strong> did it receive?<\/li>\n<li>What was your <strong>traffic<\/strong> pre- and post-outreach?<\/li>\n<li>How much <strong>product<\/strong> did you have to provide for bloggers <strong>versus <\/strong>how many <strong>sales<\/strong> did you receive?<\/li>\n<\/ul>\n<h2><em>Twitter<\/em><\/h2>\n<p>One of the darlings for any product launch, service or business, Twitter not only offers instant eyeballs but great returns as well. Again, measuring your impact is relatively simple:<\/p>\n<ul>\n<li>How many <strong>Re-Tweets <\/strong>did you get?<\/li>\n<li>How many people <strong>Reacted <\/strong>to your tweet? asked questions? commented?<\/li>\n<li>How often was your\u00a0\u00a0<a href=\"http:\/\/www.crunchbase.com\/company\/what-the-hashtag\"><strong>hashtag<\/strong><\/a><strong> <\/strong>used?<\/li>\n<li>How many times was your\u00a0<strong> <\/strong><a href=\"http:\/\/en.wikipedia.org\/wiki\/Vanity%20URL\"><strong>vanity URL<\/strong><\/a> used?<\/li>\n<li>How many <strong>new <\/strong>(genuine) <strong>followers <\/strong>did you get while your promotion was on?<\/li>\n<li>If you used something like\u00a0\u00a0<a href=\"http:\/\/search.twitter.com\/search?q=Sponsored%20Tweets\">Sponsored Tweets<\/a>, what was the<strong> cost versus click-through <\/strong>and conversion?<\/li>\n<\/ul>\n<h2><em>Facebook<\/em><\/h2>\n<p>Fast becoming the key destination for many businesses and their products, Facebook offers some great built-in tools as well as demographic options to help gauge a paid advertising campaign:<\/p>\n<ul>\n<li>How many new <strong>Likes <\/strong>did you make over how many you targeted?<\/li>\n<li>How many times was your promotion message <strong>liked<\/strong>? (the ad, not the page).<\/li>\n<li>How many time your page was <strong>shared<\/strong>?<\/li>\n<li>If you built a Facebook <strong>application<\/strong>, how many times was it <strong>installed\/shared<\/strong>?<\/li>\n<li>Were you successful reaching your target demographic (\u00a0<a href=\"http:\/\/www.youtube.com\/watch?v=vpUMeCsQgME\">Facebook Insights<\/a> can help you here)?<\/li>\n<li>How much did you <strong>spend <\/strong>on a Facebook ad and how did click-throughs and new sales\/customers compare?<\/li>\n<\/ul>\n<h2><em>Youtube and video sites<\/em><\/h2>\n<p>More than just a fun place to see kids hurt themselves on bikes, YouTube is a key tool in any marketing campaign now.\u00a0Questions to ask:<\/p>\n<ul>\n<li>How many video\/channel <strong>views <\/strong>did you get?<\/li>\n<li>How many <strong>Likes <\/strong>and <strong>Favourites <\/strong>did you receive?<\/li>\n<li>How many <strong>downloads <\/strong>did you get (on video sites that allow downloads)?<\/li>\n<li>How many <strong>embeds <\/strong>has your video seen elsewhere on the web?<\/li>\n<li>How many <strong>subscribers <\/strong>did your channel attract?<\/li>\n<li>If your video had a call to action with a vanity URL, how many times did this happen?<\/li>\n<li>How many <strong>social shares<\/strong> did you get?<\/li>\n<\/ul>\n<h2><em>Mobile<\/em><\/h2>\n<p>As marketing evolves, so the different ways to reach an audience combine. Mobile marketing (including iPhone\/iPad\/BlackBerry apps) is the perfect complement to social marketing and measurement can easily be achieved:<\/p>\n<ul>\n<li>Did you use a\u00a0\u00a0<a title=\"Push SMS systems on Wikipedia\" href=\"http:\/\/en.wikipedia.org\/wiki\/Push%20technology\" target=\"_blank\">push SMS system<\/a> to drive traffic to a mobile-friendly site? If so, how many views did that account for?<\/li>\n<li>Did you use\u00a0\u00a0<a title=\"QR Codes on Wikipedia\" href=\"http:\/\/en.wikipedia.org\/wiki\/QR%20Code\" target=\"_blank\">QR codes<\/a>, and if so, how many times were they used?<\/li>\n<li>How many <strong>downloads <\/strong>did your mobile app receive?<\/li>\n<li>How many <strong>check-ins<\/strong> were used on\u00a0\u00a0<a href=\"http:\/\/www.crunchbase.com\/product\/gowalla\">Gowalla<\/a> and\u00a0\u00a0<a href=\"http:\/\/www.crunchbase.com\/company\/foursquare\">Foursquare<\/a>?<\/li>\n<li>How many Opens and click-throughs did your message get?<\/li>\n<\/ul>\n<p>These are just some of the immediate ways you can measure how successful your goals were met. There are more still \u2013 monitoring tools and more defined analytics are other ways. It all depends how your goals are set and how you define success. Then compare man hours and financial outlay versus return to see how successful you were.<\/p>\n<p>The point is, a lot of marketing can come down to luck and circumstance as much as brilliant strategy. I\u2019ve seen some great campaigns flounder while crap ones succeed \u2013 timing and a welcoming audience are key.<\/p>\n<p>However, one thing you can control is measurement. And with social media and mobile marketing, measuring metrics has never been easier.<\/p>\n<p>How about you \u2013 how are you measuring your campaigns and defining success?<\/p>\n<h5>*Source <a title=\"Danny brown's blog\" href=\"http:\/\/www.dannybrown.me\" target=\"_blank\">http:\/\/www.dannybrown.me<\/a><\/h5>\n<div style=\"padding-bottom:20px; padding-top:10px;\" class=\"hupso-share-buttons\"><!-- Hupso Share Buttons - http:\/\/www.hupso.com\/share\/ --><a class=\"hupso_counters\" href=\"http:\/\/www.hupso.com\/share\/\"><img decoding=\"async\" src=\"https:\/\/static.hupso.com\/share\/buttons\/share-small.png\" border=\"0\" style=\"padding-top:2px; float:left;\" alt=\"Social Share Counters\"\/><\/a><script type=\"text\/javascript\">var hupso_services_c=new Array(\"twitter\",\"facebook_like\",\"facebook_send\",\"google\",\"linkedin\");var hupso_url_c=\"\";var hupso_title_c=\"Social Media metrics - it ain't what you think\";<\/script><script type=\"text\/javascript\" src=\"https:\/\/static.hupso.com\/share\/js\/counters.js\"><\/script><!-- Hupso Share Buttons --><\/div>","protected":false},"excerpt":{"rendered":"<p>Brand awareness is the new measuring stick of a successful marketing campaign, and that only the first set of eyeballs are the ones you pay for \u2013 everything after that is word of mouth.\u00a0The idea that Social media ROI and metrics are difficult to measure isn\u2019t quite [&hellip;]<\/p>\n<div style=\"padding-bottom:20px; padding-top:10px;\" class=\"hupso-share-buttons\"><!-- Hupso Share Buttons - http:\/\/www.hupso.com\/share\/ --><a class=\"hupso_counters\" href=\"http:\/\/www.hupso.com\/share\/\"><img src=\"https:\/\/static.hupso.com\/share\/buttons\/share-small.png\" border=\"0\" style=\"padding-top:2px; float:left;\" alt=\"Social Share Counters\"\/><\/a><script type=\"text\/javascript\">var hupso_services_c=new Array(\"twitter\",\"facebook_like\",\"facebook_send\",\"google\",\"linkedin\");var hupso_url_c=\"\";var hupso_title_c=\"Social Media metrics - it ain't what you think\";<\/script><script type=\"text\/javascript\" src=\"https:\/\/static.hupso.com\/share\/js\/counters.js\"><\/script><!-- Hupso Share Buttons --><\/div>","protected":false},"author":1,"featured_media":975,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[212,218,251,255,348],"class_list":["post-859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-new-media-measurement-metrics","tag-old-skool-advertising-metrics","tag-return-on-investment","tag-roi","tag-social-media"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.razchorev.com\/newme\/wp-json\/wp\/v2\/posts\/859","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.razchorev.com\/newme\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.razchorev.com\/newme\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.razchorev.com\/newme\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.razchorev.com\/newme\/wp-json\/wp\/v2\/comments?post=859"}],"version-history":[{"count":0,"href":"https:\/\/www.razchorev.com\/newme\/wp-json\/wp\/v2\/posts\/859\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.razchorev.com\/newme\/wp-json\/wp\/v2\/media\/975"}],"wp:attachment":[{"href":"https:\/\/www.razchorev.com\/newme\/wp-json\/wp\/v2\/media?parent=859"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.razchorev.com\/newme\/wp-json\/wp\/v2\/categories?post=859"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.razchorev.com\/newme\/wp-json\/wp\/v2\/tags?post=859"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}