social media measurement

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?

Social is now integral to business strategy: report

Most companies now look at social media as a key part of their marketing and overall business strategies, according to new research by Econsultancy and Adobe

66% of digital marketers surveyed working for companies with an annual turnover of more than £100m agreed that ‘social media is integral to business strategy’, while 67% said that social media activity was ‘integral to their marketing mix’.

Our Quarterly Digital Intelligence Briefing: Managing and Measuring Social looks at social media uses, challenges and needs from companies today. It is based on a survey of 650 marketing professionals. 

Here are a few highlights from the report…

Building a commercial framework for social media engagement: a four step process

This week I overheard a major social media competitor tell a prospective client: “…well, you can’t really measure social media commercially can you? It’s like gravity, you know it’s there even though you can’t see it, so you just have to keep working on it, right?”

I hit the proverbial roof…

Firstly Einstein, (not his real name), you can most definitely measure gravity. And you can also measure the commercial value of social media too, if you engaged a brain cell or two.

Within the context of my obvious agitation with this and the sector in general, I wanted to share how we tackle this in the hope that, in some small way, we can start engaging in social media with a structure and level of respect that it deserves.

What follows therefore is a four step process to build a commercial model for social media engagement, part of a much broader internal framework, but I hope still useful to many of you.

Are you measuring the right social media metrics?

Measuring social mediaEarlier this week a post on the average clickthrough rates for popular Facebook brand pages reminded me of an article I wrote nearly three years ago, which was all about how to measure social media.

At the time I believed that social media sat somewhere between offline and online, as far as measurement was concerned. Yes, you can measure the hard numbers, but what about the softer metrics? Doesn’t there need to be a little room for interpretation?

Well, I still believe all of that. The key to measuring social media is to track all of the usual ‘hard’ metrics, but it’s also to step back and correlate performance against the major business KPIs. That’s pretty much the key to measuring everything. If it an engagement tactic or marketing campaign doesn’t move the needle in terms of sales, satisfaction, loyalty or profit then ultimately what’s the point of doing it?

78% of European marketers unhappy with social media measurement

Deciding the right way to measure their social media investments is a top priority for the majority (56%) of marketing directors, according to a new study. 

The Adobe survey, carried out by Vanson Bourne, polled 500 marketing directors in the UK, France, Germany, Italy, and Scandinavia, looking at the usage, measurement and attitudes to social media marketing across the continent.