From the category archives:

Measurement

Nick O’Neill: The 10 Social Media Metrics Your Company Should Monitor

by Elizabeth Lupfer on February 25, 2010 · 4 comments

in Measurement,Social Media

Original Post: Nick ONeill, Social Media Today

Metrics IconWhile companies are starting to adopt Social Media for online marketing campaigns, and even letting employees participate, the question of ROI (Return on Investment) arises, along with doubts about what metrics to measure. How do you know how effective your social media campaigns are if you’re not measuring any metrics, let alone an overall ROI? Below, we discuss ten important Social Metrics for companies.

According to 2009 Mzinga & Babson Executive Education study, over 80% of professionals do not measure ROI for their company’s social media programs. Granted, Social Metrics and their measurement techniques are relatively new, and this might account for the lag… ... Continue Reading →

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Measure Your Twitter Clout… with Klout

by Elizabeth Lupfer on December 1, 2009 · 4 comments

in Featured,Measurement,Twitter

Original Post: Social Media Analytics: Twitter: Quantitative & Qualitative Metrics

Klout is a wonderful little tool that measures Klout Score, a proxy for “influence”:

klout score formula

It is easy to understand the market demand to boil things down to one number, but this is perhaps the least useful thing in Klout.

While on the surface they might seem useful, I am always suspicious of compound metrics. They can be subjective, inapplicable to many and efficiently hide the insights you need to understand what actions to take. [See more here for Compound Metrics: Four Not Useful KPI Measurement Techniques]

Mercifully… ... Continue Reading →

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Use Forrester’s Profile Tools to Examine the Social Behaviors of Your Audience

by Elizabeth Lupfer on October 11, 2009 · 3 comments

in Featured,Measurement,Reports

By Charlene Li: Many companies approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes Social Computing behaviors into a ladder with six levels of participation; we use the term Social Technographics® to describe a population according to its participation in these levels. Brands, Web sites, and any other companies pursuing social technologies should analyze their customers’ Social Technographics first and then create a social strategy based on this profile.

B2C Profile Tool

Companies often approach Social Computing as a list… ... Continue Reading →

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Tools for Showing Monetary Benefits to Social Media ROI

by Elizabeth Lupfer on September 7, 2009 · 2 comments

in Featured,Measurement

First off… I don’t like numbers. So, I’m not particularly fond of social media calculators as I believe that the true value in a social media strategy is about building relationships, conversation and influence, and NOT about the numbers. Social media is an investment that has intangible ROI that is not only often difficult to measure, but its value isn’t found in short-term results, but instead in long-term growth. Influence isn’t born overnight, but built over time.

In his article, Social Media ROI Less Accepted Than Traditional Media, Jason Falls has some great suggestions on ways to consider measuring ... Continue Reading →

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The Four I’s of Social Media Measurement

by Elizabeth Lupfer on September 5, 2009 · 0 comments

in Featured,Measurement

Original Source: Can Social Media Be Measured?, Li Evans, Search Engine Watch

Social media can be measured, but measuring isn’t the same for everyone. Just like there’s no cookie-cutter social media marketing strategy for companies to purchase and implement, there’s no simple off-the-shelf answer for measuring your success with your social media strategy. It can be a combination of numerous measurements, both automated and manual.

Social media marketing strategies are so much more than acquiring traffic and links from “socialized” content that appear on blogs, or videos that appear on YouTube and are promoting on sites like Digg, Mixx, or ... Continue Reading →

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