Many businesses are increasingly comfortable with social media, and many more have decided that social media is far too important not to experiment with.
But the growing level of maturity in the world of social media doesn't mean that mistakes are uncommon. To the contrary: many businesses make the same mistakes over and over again. Here are 10 of the most common.
What's in place to measure advertising within mobile augmented reality applications?
When it comes to print advertising, audit circulation bureaus provide the best verification of frequency and reach for broadcasting ads to a targeted audience. TV has Nielsen ratings and other vendors approved by large advertisers to measure frequency and reach. On-line digital advertising vendors provide data about ads rather than published content. Thus they have the ability to measure ad engagement, not just published content engagement like a TV show or a magazine.
Bleak times ahead for email according to Gartner, which is predicting
that social networks will claim a growing share of communication among
Seems plausible enough, though any reports of the death of email are
somewhat premature. But can social networking sites claim the
communications crown before this decade is out?
Gartner says: “By 2014, social networking services will replace e-mail
as the primary vehicle for interpersonal communications for 20 percent
of business users.”
Cue much head shaking among the email services providers at TFM&A
this week. I asked a few of them to fight their corner, and to provide
an alternative view on the future of email.
Having been to numerous Econsultancy Roundtables in London, I was
chuffed (very pleased) that my schedule allowed me to participate in
Econsultancy’s Measurement & Metrics Roundtable at the New World
Headquarters in New York last Thursday.
It was quite different from
those I'd attended in London...
With businesses still struggling under the weight of the difficult economic environment, the importance of understanding the drivers of profitability has never been greater. More than ever, it's crucial for companies to get the most from their web properties and digital marketing investment, and to measure effectively.
This is where investing in a good web analytics solution can help, and as Econsultancy's new edition of its Web Analytics Buyer's Guide shows, it's encouraging to see that the sector continues to grow, in spite of continued pressure on budgets.
We've interviewed nearly 100 industry experts this year on various topics, from affiliate marketing to web analytics.
I've gathered together our interviews on the subject of social media...
2009 was a banner year for social media. Fueled in large part by the impressive growth of Twitter and Facebook and the adoption of both by major brands and recognizable individuals, it's safe to say that social media truly went 'mainstream' this year.
That means new opportunities, and new challenges, in 2010 as social media finds its place in the overall mediasphere. Here are five tips for companies looking to take their social media efforts to the next level in 2010.
Social media measurement is something that I think should be undertaken with a sense of perspective, by standing back and looking at the big picture.
A widescreen approach to social media measurement ultimately looks at the things that really matter: sales, profits, customer satisfaction and loyalty. Besides, honing in on the detail might not be the best use of your time, given the obvious difficulties that arise, particularly with attribution.
But standing back and looking at the bigger picture is not going to be enough for your data-mad boss, is it? It’s a bit too soft focus, right? He or she is going to want to see proof that all this social optimisation is actually working.
If that’s the case, then don’t worry: there are lots of things you can measure...
Yesterday, I discussed the official launch of Sponsored Tweets and voiced my opinion about the service. I wasn't impressed. But there's a saying about opinions that starts with "Opinions are like...".
So I thought it would be helpful to look at Sponsored Tweets from a different perspective: performance. The proof is always in the pudding and when it comes to marketing, that means that the proof is in the performance.
Social media is marketing, not advertising, but it's got to live somewhere, and it's got to be measured. So it's only slightly ironic that the Interactive Advertising Bureau (IAB) would introduce definitions of social media metrics, given social media is the marketing channel that's actual beginning to replace advertising.
In a hefty 12-page document, the IAB's "Social Media Ad Metrics Definitions" (PDF download) slices social media into three subsets, and outlines relevant metrics for each. The major categories are defined as: