Posts tagged with Social Media Metrics

Social media quality: the forgotten metric?

Businesses have always struggled to measure quality. The challenge in social media is no better. In fact, it’s considerably worse. 

Even the best attempts at measuring quality of a customer relationship, such as Net Promoter Score (NPS), rely on numbers, in the case of NPS a ranking from one to 10, and this has always seemed somehow inadequate to convey the different values and feelings involved. 

Google has done a reasonable job of measuring the quality of content published online and ranking it accordingly, yet if you search for “social media quality” you’ll be presented with a list of deeply mediocre, SEO-focused blog posts on the topic.

Perhaps Google’s Authorship will fix this, but the challenge is clear.

So what does quality mean in the context of social media?

3 comments

15% of social media reviews will be fake by 2014: report

The Beatles once sang, "All you need is love" and thanks to the rise of social media, it's not just humans looking for it. Brands, once largely relegated to communicating with consumers through one-way mediums like television and radio, have flocked to services like Facebook and Twitter in search of long-term relationships.

If the millions of 'Likes' and followers some of them have attracted are any indication, social media could be the foundation of a happy marriage between brands and consumers. But under the surface, this relationship may not be as solid as it appears.

According to Gartner, brands are increasingly turning to paying for positive reviews, 'Likes' and followers on popular social networking sites and by 2014, the research firm estimates that over one in ten of these will be fake.

5 comments

Klout only matters if you say it does

Klout-logoEarly last year I wrote a post about online influence measurement service Klout, I ran a few simple tests and came to a conclusion: Klout doesn’t work.

Based on several recent articles supporting the service, I thought it was worth taking another look at Klout and restating a few points about the value of online influence and measurement.

10 comments

Four key metrics for your brand to focus on

The head of product strategy at Lithium tells marketers gathered at Web 2.0 Expo, "Measure strategy, not stuff."

She lays out a foundation of applied metrics that you can start with before identifying the KPIs that map to your brand's business goals. 

2 comments

IAB bows social media metrics

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:

2 comments