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.
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b2c,
forrester,
groundswell,
Measurement,
research,
roi,
social technographics,
Strategy
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.
Tagged as:
b2b,
b2c,
forrester,
groundswell,
Measurement,
research,
roi,
social technographics,
Strategy
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 social media ROI for your business:
First, determine what you want to measure, whether it’s corporate reputation, conversations or customer relationships. These objectives require a more qualitative measurement approach, so let’s start by asking some questions. For example, if the objective is measure ROI for conversations, we start by benchmarking ourselves with questions like:
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roi,
social marketing tools
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 Reddit.
These are merely tactics. If you don’t have a strategy that includes goals and measurement about these implemented tactics, then it’s as if you’re doing nothing.
Tagged as:
roi,
social media measurement
