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Social media measurement - 10 tips. Image by padsbrother via Flickr.There’s so much talk about social media that it is easy for people to become cynical, perhaps losing track of the fact that it can have a positive impact on your business.

So how can you determine whether a social media strategy is proving beneficial to your business? How do you know that it is working out for you? And is now really the best time to find out?

Rather than focusing on individual social media campaigns, I’d like to look at social media measurement from the perspective of a business that a) buys into social media, b) commits to it over a period of time, and as such c) has an integrated social media strategy. You people know who you are!

Let it breathe

The key with social media measurement, I think, is to stand back and take a widescreen approach to measurement

Rather than focusing on the smaller, campaign-specific metrics, such as traffic from Twitter or the number of fans on Facebook, wouldn’t it be better to look at how it helps to shift the most important business KPIs, such as sales, profits, as well as customer retention and satisfaction rates?

To do this effectively, you’ll need to give your social media strategy time. Like a good wine, it needs to breathe. In doing so you will be able to look at your overall business performance, as well as the performance of your social media campaigns over the duration. 

Take the Skittles campaign. I called it ‘brave’, ‘amazing’, ‘sensational’ and ‘ballsy’. I still think it is all of those things, and I’ll think that next year even if it fails miserably. It was a big move. But nobody yet knows for sure whether giving over a brand’s entire website to consumer-powered media channels is a smart move. Only time will tell.

Social media vs TV advertising

Here I want to make a small point on accuracy, and attribution. I firmly believe that if you can spend tens of millions on TV ads and make any kind of sense out of that investment, in terms of TV ads helping to boost sales while increasing the key brand metrics, then you can make sense of your (much smaller) investment into social media. 

TV campaigns can run for a long time, and the effects on the business are a) not known immediately and b) possibly overstated. Hindsight is a beautiful thing, and advertising executives (and creative agencies) like to take credit for improving sales, when really these sales might have little or nothing to do with TV ads. Attribution is one thing, but knowing that something works is entirely different. Social media appears to be a mixture of the two.

Maybe we can create a model for scoring the performance of social media, or for splitting up attribution by channel, but the truth is that there needs to be some room for manoeuvre when making sense of things. There are few absolutes in measuring advertising campaigns, if you work outside of paid search. You can far more accurately measure social media than you can a TV ad, but like TV advertising, or PR for that matter, there has to be some scope to play around with attribution.

Like TV advertising, social media will play a role in moving brand metrics, and perhaps more so (it is easier to make a noise and to be socially active; there's an anytime, anywhere factor at work here. And hey, shit sticks around longer when you throw it online). There is a huge viral factor with social media sites (behold ye retweeters). You can really see word of mouth in action on social media sites, and as such there is less guesswork involved when measuring the results - less extrapolation is needed. If 500,000 consumers start saying good things about your brand, with few dissenters, then surely it is fair to say that brand favourability will have improved?

If brand indicators matter, or if you subscribe to the AIDA model, or if you care enough to undertake research to find out your own brand metrics (PDF), then by all means factor in your social media efforts when attributing the success of your overall marketing campaigns.

Take a snapshot

Before you start the clock it is a good idea to benchmark where you’re at...

  1. Make a note of the obvious numbers (number of Facebook fans, Twitter followers, Digg links, Delicious bookmarks, and referrals from social media sites, plus existing website traffic).
  2. Make a note of the less obvious benchmarks (such as SEO rankings and referrals, customer satisfaction scores and other business data). 
  3. Make a note of ROI benchmarks. How much are you paying to acquire customers via other marketing channels? How vast is that advertising budget, and how is it being split up? And what proportion is being directed into channels that you cannot accurately measure?  

After that make sure you’re doing the right things. There are lots of social media experts handing out lots of advice for free. There are all manner of social media agencies out there that will help you, if you don’t have the appetite to do this in-house. And there are sites devoted to measuring social media. Get some, get some.

Measuring the effects of social media in 10 steps

1. Traffic
This is one of the more obvious ways of measuring social media. Remember that quality often beats quantity, though not always (as many CPM-focused publishers will surely testify). 

2. Interaction
Participation is a valuable indicator for many publishers (and brands). It says something about the kind of traffic you are attracting. Remember that an engaged customer is a highly valuable one. Interaction can be anything from leaving comments, to participating in support forums, to leaving customer reviews and ratings. It can happen on your website and on other websites. Keep your eyes and ears open!

3. Sales
We at Econsultancy are tracking sales from organic Google referrals and also paid search. It didn’t seem like much of a leap to track other channels, such as Twitter. Try it. Dell did, and discovered that it made $1m from Twitter in 18 months. Blendtec’s ‘Will It Blend?’ campaign on YouTube helped to drive “a five-fold increase in sales”. 

4. Leads
Some companies simply cannot process sales online, because their products or services do not allow for it. For example, the automotive industry, which tends to measure the effects of its online ad campaigns by the amount of brochures requests, or test drives booked in (as opposed to car sales, which is, in marketing terms, an altogether more macro effort). B2B operators are in a similar position. If you are a consultant and spend time interacting on LinkedIn Answers then there’s a way of tracking that activity to enquiries about your services. The same applies across the spectrum of social media sites. Choose your weapon, thought leaders.

5. Search marketing
The SEO factor cannot be understated. Social media can be far more powerful in this regard than you might initially imagine. For example, a well-placed story / video / image on a site like Digg will generate a lot of traffic and a nice link from Digg itself, but the real win here is that it will generate a lot more interest beyond Digg. Bloggers and major publishers are following Digg’s Upcoming channel to unearth new and interesting stories (Sky News now has a Twitter correspondent). One link and 20,000 referrals from Digg might lead on to 40,000 referrals and 100 links from other sites. The long tail, in action. 100 links means that your page might well wind up being placed highly on Google, resulting in lots of ongoing traffic. Remember too that you can use sites like Twitter and YouTube to claim valuable search rankings on your brand search terms (‘social search optimisation’).

6. Brand metrics
Word of mouth and the viral factor (inherent in sites like Twitter, Facebook and Digg) can help shift the key brand metrics, both negatively and positively. These include brand favourability, brand awareness, brand recall, propensity to buy, etc. Expensive TV ads are measured in this way, so if these metrics are good enough for TV then they’re surely good enough for the internet? Positive brand associations via social media campaigns can help drive clicks on paid search ads, and responses to other forms of advertising. We know that TV ads boost activity on search engines, resulting in paid search success stories, so I'd bet that social media can do the same.

7. PR
The nature of public relations has changed, forever. The last five years have been largely about the traditional PR folks not really being able to figure out the blogosphere. But if PRs cannot control the bloggers, then how on earth will they handle consumers? The distinct worlds of PR, customer service, and marketing are fusing. Twitter means everybody has a blog these days, and somewhere to shout about things to their friends (and beyond). Social media sites are the biggest echo chambers in the world! In any event, if you can measure PR (beyond adding up column inches and applying a random multiple to the equivalent size on the rate card!), then you can measure social media.

8. Customer engagement
Given the prevalence of choice, and the ease with which consumers can switch from one brand to another, customer engagement is one of the most important of all metrics in today’s business environment. Engagement can take place offline and online, both on your website and on other sites, particularly social media sites. Customer engagement is key to improving satisfaction and loyalty rates, and revenue. By listening to customers, and letting them know that you are listening, you can improve your business, your products, and your levels of service. The alternative is to ignore customers, which sends out a terrible message. Our research found that an engaged customer will recommend your brand, convert more readily and purchase more often. 

9. Retention
A positive side effect of increased customer engagement - assuming certain other factors in play work in your favour - is an increase in customer retention. This is going to be a crucial factor in the success of your business in the years to come. Make no bones about it: we are moving into an age of optimisation and retention. Watch your retention rates as you start participating in social media. Over time, all things remaining equal, they should rise. Zappos, which is a case study in how-to-do-Twitter (and active on MySpace, Facebook and Youtube), is closing in on $1bn of sales this year, and “75% of its orders are from repeat customers”. Go figure, as they say.

10. Profits
If you can reduce customer churn, and engage customers more often, the result will surely be that you’ll generate more business from your existing customer base (who in turn will recommend your business to their network of friends, family, and social media contacts). This reduces your reliance on vast customer acquisition budgets to maintain or grow profits. It makes for a far more profitable and more efficient organisation. I really hope that more businesses will find a better balance between acquisition and retention, sooner rather than later, from a resourcing standpoint. Too many acquisition strategies appear to be ill-conceived, are not joined up (both in terms of marketing and also operations), and as such are ripe for optimisation. Plug the leaky bucket and you won’t need to turn the tap so hard to top it up. And remember that old adage about it being cheaper to keep existing customers than to seek out new ones.

Agree? Disagree? What did I miss? Let me know in the comments below...

Chris Lake

Published 5 March, 2009 by Chris Lake

Chris Lake is CEO at EmpiricalProof, and former Director of Content at Econsultancy. Follow him on Twitter, Google+ or connect via Linkedin.

582 more posts from this author

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James Gurd

James Gurd, Owner at Digital JugglerSmall Business Multi-user

Hi Chris,

Thanks for the article, interesting read. Probably the most comprehensive evaluation of how social media investment (time, money & love!) can be measured that I have read. I've often asked industry experts how to measure social and nobody has a compelling answer. The industry as a whole is divided on this. Social media is the new mullet!

It is good that you are not just advocating financial measurement. That to me is the key to understanding the benefit of social media, not obsessing over the direct sales uplift it provides. I truly believe that it is impossible to accurately measure the precise financial impact from all the social channels out there, in the same way the impact of offline brand advertising, as you point out, is not fully known.

I think measuring traffic to your site is a no-brainer and easy to set-up. You can use unique URLs in twitter feeds, for example, to monitor clicks to site. Same applies to social networks where you can use bespoke URLs and then track via your reporting tool.

I like the attitude of Zappos and the CEO, Tony Hsieh. I asked him on twitter how he measures the impact of twitter on his website, his answer was a refreshing "we don't really measure it, it's just another relationship building tool"

For me the question is, are you willing to lose the brand shackles and measurement mentality and just go for it? Do you perceive the value of building an engaged community online and have faith in your convictions? Perhaps not obsessing about the measurement will help you drive the best possible social program. I don't think there is a right answer to this, that is why I love the social media debate.

Thanks

james

almost 8 years ago

Chris Lake

Chris Lake, CEO at Empirical Proof

Hi fellas,

Thanks for the good words. It is a cultural thing almost, within an organisation, as to whether or not you need to measure everything to the Nth degree. I agree that you don't need to know it all, and that a purely numbers-driven approach is no good. Otherwise most offline PRs I know would surely be out of business.

The point is, just because you CAN accurately measure a channel doesn't mean you have to, to understand its worth. And just because you CAN'T measure another channel, doesn't mean it is worthless. 

There's a contradiction at play. With TV and print, measurement doesn't seem to be a big deal, despite the fact that they often claim the vast share of ad budgets. However these same people will make demands for 'a single planning currency' for online, to 'improve' measurement. You know, the likes of Proctor & Gamble. I find it both annoying and amusing.

Some studies have found TV to be more effective than ever, and it might well be, but it's hard to say for sure and you have to have faith. Why trust one channel, that you cannot measure properly, over another that you can, at least if you *wanted* to?

Measurement is important, and certainly we're trying to track our own activity in the ways listed above, but do you absolutely have to know it all, to know it works? I don't think you do... hence my points on accuracy and attribution. 

Cheers,

c.

almost 8 years ago

Karl Havard

Karl Havard, Chief Strategy Officer at Econsultancy Guest Access TRAININGSmall Business Multi-user

Chris, nice work. A really, really good article. I totally agree about the cultural issue...in fact to the point where measurement can become obsessive and actually be the major influencer in any online engagement strategy. Meaning some organisations won't embark on what could be great camapigns, because they are difficult to measure....which sort of misses the point. 

The holistic view incorporating all the component parts to assess how successful a social media strategy is has to be the way forward. As this is, in most cases, asking for a change in culture, it will be a gradual process for brands to fully embrace this approach.

almost 8 years ago

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kiran voleti

Good explination on social media measurement.

almost 8 years ago

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Katie Delahaye Paine

Great post! Can't argue with a thing you have to say, and for me that's saying something! What do you think of Eric Peterson's Engagement Index?

almost 8 years ago

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Phoenix2life

A nice list of essentials to measure and to baseline the success in Social Media world.

It is interesting and very logical to see Interaction and Search Marketing comes way before Brand Metrics. In my opinion, the customer engagement is the root cause of traffic, lead and etc etc.

But wonderful post. Cool to know these measurements variables and apply it to various Social Media optimization online - offline - virtually everywhere for any circumstances.

almost 8 years ago

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Martin Schecter

This is a really useful article and a great place to start. I might also add a way to measure the viral nature of social media postings, some kind of "retweeting" or sharing index.

Then is there a way to come up with an overall KPI that starts to combine all of these metrics into a simple measurement for advertisers? That would be really powerful.

almost 8 years ago

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Anthony Power

Today, two articles on measurement showed up.  The first from the Social Media Academy offered a broad definition based on 'externally referenced customers' and 'ecosystem.'  I found it too vague to be actually useful.   In contrast, this one is bookmarked and tweeted.   It covers a broad swath of issues and allows for individual companies to focus on the areas most relevant to their business.  

Having done direct response work, we're often dealing with the issues of attribution, multi-channel synergy, or latency when sorting out acquisition.  But as you state - maybe the real benefit is on churn, repeat rate, purchase cycle and other financially relevant measurements of an engaged customer base.

almost 8 years ago

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Julie Williams

Chris, good dissection on measuring SocialMedia.

Agree on Customer acquisition/retention/optimisation; extremely important that companies are measuring the things that would improve the customer experience and business process lifecycle both inside/out = dashboard (trends/forecasting) feeding back to the corporate scorecard. I also agree with some of the comments posted about that say 

"Perfhaps not obsessing about the measurement will help drive the best possible social program" my thinking around how Social Media will be best received by not labelling it another facet to CRM strategies. Its practically the new model to building better online engagements (Customer ><Org & everything else between/around)

almost 8 years ago

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Clare O'Brien

Chris

What a thoughtful piece - very much appreciated and thank you.

What particularly resonates with me is that all your 10 points represent the kind of parameters that any successful business would combine to monitor and measure the success of almost any other market-facing initiative. Aside from digital marketing being new, young and unfamilar (and therefore woefully underfunded), it's always been measurable but because we're still learning to understand the effects and impact of online behaviours, we're only just learning how to analyse what the numbers mean.

Big brands understand and methodically and intuitiuvely analyse conventional ad metrics (TV etc)  - it's taken decades but those metrics are an understood currency (surely they are worried these days).

One of digital marketing's biggest challenges is making sense of the plethora of metrics at our fingertips. It's easy to get caught in the weeds and not be able to swim to the top. What you've set out with this piece is a really important message: relate the metrics to what they mean to the business and critically in terms that people can relate to.

almost 8 years ago

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Brad

Chris,

Glad to see a strategic approach to measuring social media successes.  Great post and conversation. 

I'd like to speak some more depth into number 6... I amazed how often Brand Metrics are ignored.  Measurement has become all about tracking clicks, but the beauty of social media is that people are talking about your brand and in the process revealing their thoughts, opinions, and feelings towards it.

My agency, Perception Metrics www.perceptionmetrics.com, has the ability to track and measure a brand's perceived identity through analyzing and reporting the actual positive or negative messages that are gramatically and contextually associated with a brand.  This is data that can help shape future campaign messaging and methods... Treat social media, like a huge free focus group and discover actionable data about your brand identity.

almost 8 years ago

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Shonali Burke, ABC

Great post, Chris. Anyone who's talking KPIs is a winner in my book.

almost 8 years ago

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Ef Rodriguez

I second the importance of "less obvious benchmarks."

There is more to metrics than just unique visitors. While the data can be a little overwheming, if you take the time to sift through it and extrapolate meaning, you could discover quite a bit.

almost 8 years ago

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Marina

Thks,

Great Post. Excellent explanation.

almost 8 years ago

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Michael Pearson

This is one of the best articles that I've read on this subject to date. With all the balony out there, it is alway nice to have someone that has a thoughtful plan to help others. Thanks and I'll be back to get more insight.

almost 8 years ago

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Sid Watal

Working at a large compnay and trying to push social media up the chain is hard.  This article is going to be my cheat sheet when talking ROI with management.

THANKS

almost 8 years ago

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Tina

Great article. I'm in PR and work closely with our social media team to roll out integrated campaigns. Measurement is an ongoing discussion and this is useful.

almost 8 years ago

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Robert Gibralter

It's beginning to feel like golf and cooking.  Everyone has a golf tip and a family recipe.  All very, very helpful.  But as a whole, it can paralyze, and give anyone the yips and a heavy hand with the salt.

Get going, experiment, and let communities show us the way.

Have fun.  It's social media.  Party!

Rock on.

urtak.com

almost 8 years ago

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Dave Jeffords

Hi 

I've been looking for this type content. As I read this several questions arise. I represent a software company. It not something that is purchased over and over. It is usually a onetime purchase. Can social media be effective with these type products? I sometimes encounter the argument that these tools are for digital natives. Our purchasing demographic is company managers usually 40 to 50 years old. Is there some measureable evidence of social media penetration into this age group?  If feel there is, but I haven't seen the evidence. Great article, I’ll definitely follow you and see what evolves.

Thanks,

Dave

over 7 years ago

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Grace

Thanks so much.  This is a great help for newbies like me! ~ Grace

over 7 years ago

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Barb Chamberlain

This is a good piece, and I've been chewing on it a bit before commenting with two thoughts (at too much length):

- be careful what you take credit for, and

- PR is not one lump-sum category, and for social media in particular I think it's worth looking at its constituent elements.

I work in higher ed, where the line between prospect inquiry and "closing the sale" is affected by many variables outside our control that have little to nothing to do with our "product": whether we have the degree they want on their time schedule, personal factors such as family demands & ability to pay tuition, whether or not they meet our admissions standards, whether a girlfriend moves to a different college, eligibility for financial aid, and so forth.

Because of this, years ago I read the advice somewhere never to claim enrollments as the outcome of our PR/marketing/communications/advertising efforts.

We can claim some effect on inquiries (an output from our work), but we don't control any of the variables from that point on. Now, the more *qualified* inquiries we can produce, the more inputs into the admissions funnel, which ultimately results in admissions. So it's not completely separate from sales--just not a short line with an easy measurement.

If people click on a link in Twitter and make a purchase as a result, then yes, social media led them to the offer. But what closed the deal was that the product/service appeared to be something they wanted. If the product proves to be unsatisfactory & is returned, the resulting net sales income is reduced.

Is that also to be attributed to the social media campaign? No, that's the product's fault. Should we really claim only the wins and not the losses? Maybe better not to claim the wins? Food for thought, at least. I know communications departments want to justify their existence in terms of effects on the bottom line, but that's a double-edged sword.

On PR as one thing to measure--that too will depend on the nature of your "product" and what outcomes you seek.

You say "if you can measure PR, you can measure social media." I don't subscribe to the old-fashioned ad equivalence measure you mention here, and I hope it's fallen out of favor among most practitioners. Editorial content simply isn't received the same way as paid advertising. The challenge online is that the line between editorial and paid content is practically invisible in many settings.

That said, there are certainly legitimate measures. If I produce media coverage through social media, which in turn influences public opinion, then (if I have enough budget, which I don't) I'll measure both those factors: coverage as an output, opinion as an outcome.

Online, I'd look at whether a blog writes about or links to our stories, and how many readers/subscribers/visitors they have if that's available. I might also be able to follow content from one space to another, if mainstream media picks something up and carries the story on. I won't be able to measure any effect on opinion because the survey universe is practically unknowable.

If I'm seeking to drive event attendance, I can measure click-throughs to a landing page from various social media platforms. I'm working on one such effort right now, and it will be very interesting to look at the click-through data to see whether people act on the information, and which spaces produce the most click-through traffic. 

This is already too long, so I won't drill down into this point more. I look forward to seeing what others have to say, and am following links to the great content provided in the post and in previous comments.

@BarbChamberlain

over 7 years ago

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Maryanne Conlin

Very thoughtful post, Chris!

I agree that the metrics available to measure social media are much better than those used to measure broadcast advertising, yet the money that flows to social media is much smaller.

I've been thinking a lot recently about the synergies that social media provides when paired with traditional media - a topic that doesn't get enough play. The increase in impressions of a campaign message is just the tip of the iceberg.

And while most of us in social media focus on the hot players like Twitter and Facebook- there are many ways that Flickr and Youtube, as well as other less obvious social media sites can be used to increase exposure.

Your point about the convergence of PR and (brand) marketing is right on! Social media falls somewhere in between and need sot be viewed as one more set of tactics available to the marketer- in whatever space he or she resides.

over 7 years ago

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Avery Horzewski

Great article, Chris, thanks. One of the points I liked best is:

"Here I want to make a small point on accuracy, and attribution. I firmly believe that if you can spend tens of millions on TV ads and make any kind of sense out of that investment, in terms of TV ads helping to boost sales while increasing the key brand metrics, then you can make sense of your (much smaller) investment into social media."

Yes, social media is new in comparison to more traditional marketing/advertising/PR approaches, and yes concrete measurements are tough, but it's less ambiguous then TV and a lot less expensive.

Is it for everyone? No, but everyone should assess whether it's right for them within the context of their audience.

Thanks for taking the time to post your tips!

over 7 years ago

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Rasmus Madsen

I agree that companies should measure the ROI on their social marketing efforts, to ensure that there are not just creating buzz but actual business.

Actually, a lot of salesforce.com users run this analytics app to track and measure their social buzz level (diggs, tweets, blog mentions, etc.) against leads generation on their salesforce.com account.

This allows them to measure if their social marketing activities are paying of.

http://www.youcalc.com/apps/1236336973605

over 7 years ago

Adam Qureshi

Adam Qureshi, Founder & Creative Director at Qureshi Media

why dont u have a printer freindly tab on your articles i would like to save some of the articles , like i do with WSJ and other newspapers , and the subscription model sounds interesting

over 7 years ago

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Patrick Courtney

This is a great how-to and a powerful resource for those getting started in this space looking for a guide on measuring social media.  I agree with a few sentiments in the comments that ROI is a larger issue.  ROI to the CEO of an established company (more forward-thinking, younger companies like Zappos excluded,) is strictly a financial metric and if a strategy like social media can't be boiled down to that, then a CEO is not going to give it a second look.  Though we as marketers see the value in social media, until there's a definitive, bottom-line impact because of it, C-levels and higher will continue to overlook and undersupport this space.

over 7 years ago

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peterK

Brilliant in-depth article with a great list. Absolutely agree with you on most.Cheers for sharing.

over 7 years ago

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Sabir Anjuman

neat one, really a good post

over 7 years ago

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data recovery

Social Media Optimization is the very importent part of Web 2.0 ..You can promote your businees esally through Social Media..But Many people use social media but few of them get sucess in social media optimization..Becuase in the Socila Media You have to create very good Friend circle to promoto your Businees..And very nice post for media Sucess...

Good Luck

over 7 years ago

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Stefanie Hartman

Great post. Love the tv-social media dollar value comparison.

over 7 years ago

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Vanessa Willis

Great post! I agree with having a printer friendly button somewhere...! Thanks!

over 7 years ago

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Jason Markow

Thanks!  This is exactly the foundation I needed for my latest project at work.  My compensation will be based on metrics that I come up with and this will serve as a near perfect foundation!  I will follow up soon.

about 7 years ago

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Ying Couper

Thanks for the posting. Very helpful for my recent social media marketing work. Great reference for the future work too.

about 7 years ago

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Sam Noble

Excellent post Chris. With so much talk about how we should be measuring our social media efforts, this post really sums everything up nicely.

about 7 years ago

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Amit Tripathi

Excellent article. This is something that i have been asking myself for sometime now, but answers to such questions are not too easy to find, social media being such a new thing.

One thought...i am guessing that most of the things mentioned here are directed towards consumer oriented things, e-commerce related websites and all. Do you think service oriented companies like the ones who take up offshoring work also have scope of tapping into social media? Like running a live twitter feed on their websites and hoping that potential clients would be better informed about the services offered by them.

Let me know you opinion.

Amit.

almost 7 years ago

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Ricky

Just the other day I had a client tell me that they weren't interested in social media because they were B2B and weren't doing anything retail! There is so much educating still needed to be done so keep up the good work.

almost 7 years ago

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socialmediapark

This is a really useful article and a great place to start. I might also add a way to measure the viral nature of social media postings, some kind of "retweeting" or sharing index.

almost 7 years ago

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tamaras

Social media success is a trend. It can go down very fast after someone develop new social media with bright idea.

almost 7 years ago

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Rental man

I used to live without thinking of such important information. I feel i can now get to look at my life in a more closer angle after reading this. Oh so much in this world to learn. Thanks

almost 7 years ago

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TV show

Really interesting article! Most effective in working with audiences in recent years I think twitter. He has been an explosive growth of the audience, great opportunities! So many of our clients come from there and download movies. Thank you:)

almost 7 years ago

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Snow Buddies

Please write separately on the methods of work with the target audience of facebook. How to attract traffic, what to write and how often. Many questions require a response. Thank you:)

almost 7 years ago

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Justin Kirby

Chris ... I know it's awfully bad form not offer anything but gushing flattery in social media circles, but without wishing to be rude this just reads like a manifesto attempting to justify the use of social media. There's no hard numbers here, or even a Net Promoter Score-type one number you need to grow or know. So it’s far from thorough as some here mysteriously seem to think, nor does it really address the question what is the problem that social media technology is the solution? Maybe I shouldn’t have expected anything other than evangelism from e-consultancy, but why the lack of any critical scrutiny; not least because there’s more than a whiff of scepticism out there - summed up neatly by Internet Veteran and Guru Jaron Lanier who was lamenting at the failure of Web 2.0 in The Guardian the other day. And he has a point because if he, Barlow or Kevin Kelly had said 30 years ago that in the future computers will be millions and millions of times faster and the great prize will be a new release of Unix and an online encyclopedia there wouldn’t have been a huge amount of excitement. What really got me was your following point. “… wouldn’t it be better to look at how it helps to shift the most important business KPIs, such as sales, profits, as well as customer retention and satisfaction rates? you say helps to shift the most important business KPIs, such as sales, profits, as well as customer retention and satisfaction rates?” Well, of course but the way you have framed this makes it a rhetorical question, because you make no attempt to show anyone who is actually doing this successfully, let alone join up the dots between your manifesto for the use of social media and how doing so has actually been proved - beyond anything other that faith and anecdote - to improve theses KPIs. So as Tom Cruise once said ‘show me the money’ because for those here who say that they prefer to feel than measure then perhaps they should be thinking about careers in the alternative medicine rather than business or marketing!

almost 7 years ago

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Cheap SSL

It’s about time some suggested you start measuring your social media efforts. Too many look at their numbers and think this is a good thing.

Every one of my clients tell me that Twitter and Facebook traffic does not convert. Not to mention I just don’t see the numbers on either generating traffic. But that is me, great advice that your readers go find out for themselves.

One thing you did not mention is in Google analytics to use “Goals” as this is the most important part. Goals allow you to measure opt ins to your list and above all sales.

over 6 years ago

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Common

Amazing! This gives us a push why/how Social Media will contribute towards the success of ecommerce development. Thanks. Custom Logo

over 6 years ago

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Dimitris

A really good reason to be able to have quantitative tools to measure social media success in achieving whatever goals are set - esp. if those tools are as universally accepted as possible - is that one could then go on and charge based on performance for offering those tools. In other words, when trying to sell a social media campaign to a customer they would like to pay only for the leads/sales/results it has achieved - not the 'holistic approach'.

over 6 years ago

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RapidSSL

An easy way to tell if social media is having any sort of impact is by checking your analytics program. See if the social media websites in which you are promoting to is referring any sort of traffic to your website

over 6 years ago

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SSL Certificates

Hum..I am agree with "Cheap SSL", conversion rate of social media is very low in points. Most of the businesses do not post things manual on twitter or facebook, they use automated tools, which grab updates from blogs and post to twitter and facebook to show they are constantly live.

about 6 years ago

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Rogger

I think you covered it very well. I got to know some new things. And the comments are too useful. Thanks to all of you for helping me though unintetionally....hehe

about 6 years ago

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IT Solutions

I agree with Dimitris , Google analytics is the best program out there for this information

about 6 years ago

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Wildcard SSL Certificate

I use Google Analytics for most of my metrics and find it comprehensive enough in what I need, which includes traffic. Also general independent feedback is a good metric of measuring social media success.

about 6 years ago

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Cheap Wicked Tickets

I agree with Dimitris , Google analytics is the best program out there for this information,An easy way to tell if social media is having any sort of impact is by checking your analytics program.This is a really useful article and a great place to start. I might also add a way to measure the viral nature of social media postings,

almost 6 years ago

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Insurance Group UK

It is really true and i also appreciate you for provide us these ten ways of Social media success

almost 6 years ago

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Initi8 Marketing

Brilliant blog post! Far too many businesses are focusing on ROI, and don't seem to get the bigger picture.

almost 6 years ago

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quoteson

I always love the articles you bring to us. I have been screwing with social media over and over again. Hopefully I will improve a bit from now.

over 5 years ago

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BLS class

Those methods of success make sense to me. Sounds pretty common sense. Thanks for the great post.

over 5 years ago

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Hannah Gold

Yeah thats so true, seems like you cant get away from social media cause everyone and everything is on there. Last week I bought one of my favorite drinks at the supermarket and it said "Like us on facebook", if you wanna stay ahead of the game you have to be up to date with social media.

about 5 years ago

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Markus

Well, I think these days all this methods not work so great like a few years ago. But the review a really great - all in one place! :)

about 5 years ago

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Trustico

I find social media great for promotions and updates, but I strongly disagree with 'buying friends', if it's not happening organically then there's really no point. It's easy and free and if you reach a few more people each post then it's better than doing nothing. Don't rely on it over traditional forms of marketing though.

over 4 years ago

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Alison Paisley

Many will point to twitter or facebook followers as an indication of the success of a social media campaign. However, how many of those followers actually interact with you? It's not quantity but quality.

over 4 years ago

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SAN SSL

Well...! Since 3 months we have seen unbelievable gain in our Social Media traffic and its only the reason that measuring of Social Media on right way to have success. Now! we also believe that regular base sharing industry information on twitter, facebook, and Linkedin is the major influence of Social Media on business.

over 4 years ago

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Comodo Positive SSL

Agree! Its been year of time that Social Media is the playing role of core aspect to have success in online marketing for the business or brands. Social Media measurement is one of the key factor to maximize the visibility of brands or web site on web as Social Media is the network of millions of people from different brands.

over 4 years ago

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matrix style coat

matrix neo trench coat is really good for this season which are available on the link

about 4 years ago

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RaileReXHix

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about 4 years ago

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Ruisliply

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about 4 years ago

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invinyruish

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about 4 years ago

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Alex P.

yes, today Social Media is the playing great role in online marketing for the business.

Thanks for the great post.

about 4 years ago

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ashley oliver, Technical Suppport Manager at www.recoverdatatools.com

Great article, Chris, thanks.

about 3 years ago

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