I had been on a measurement panel at the IAB Social Media Conference recently, and we talked a lot about the social media’scorecard.’ There were a variety of perspectives represented as Bryan Wiener, CEO of 360i, moderated the dialogue involving Liza Hausman of Gigya, Keith Kilpatrick from Buzzlogic, Jonathan Carson out of Nielsen Online along with me.
I envisioned the social media scorecard in vibrant color, its own clarity overwhelmingly straightforward, something agencies and marketers could place in their pockets and use immediately when next assessing the efficacy and efficacy of social media stations within an upfront media mix. Sounds easy, right?
Allowing quality conversation (ranked on a ten-point scale) together with my consumers? Check. Possessing pass-along worth that inspires influencers to inspire others about my heart brand message, right relatable to product sales? Check. Check. Double-check.
Without them, how can you know whether your efforts are effective, or if you are losing or winning? But while we all agreed that measurement has to be the foundation, we recognized that there is no silver bullet best smm panel. Especially in emerging areas which are still defining the principles of the game, where many marketers are still deciding whether to get from the game to start with.
So let us put our scorecards and magic bullets only for just a little while, and talk about what we need to know to get started.
Three Useful Points to Consider in Social Media Marketing and Measurement
1) Clarity is vital: Establish your success
As with all media, before diving in, ask yourself: what will it take for one to look back in the effort and say that it was effective? Maybe it’ll be contingent on the number of coupons downloaded, the number of 18-24-year-olds who become lovers on Facebook, CRM signups or overall brand efficacy steps and therefore shifts… Just you know what’s important, but whatever it is, be clear about it so that you can prepare to quantify it, and fix your effort on the fly if need be.
2) Keep measurement simple and familiar
To break this down, separate quantity inquiries from quality queries. On the other hand, keep it easy: know how many people that you want to reach, then quantify how many you actually attained post-campaign. Make these metrics as familiar as possible – if they’re expressed in comparable terms to other parts of your effort, they are more likely to be tangible and accepted. Reach and frequency metrics are not going away any time soon.
The quality question allows for a bit more imagination – this is where you are able to bring in’participation’ and otherwise tie on your KPI’s from (1) back into your internet program. Basically, you are creating a track record with your brand and making the situation that there were quality elements that underscored that social media advertising proved to be a good choice. Based on what your success markers were, these metrics may fluctuate – but can range from’branding” metrics (e.g. as measured through comScore’s Brand Metrix research ) all the way into the lift in offline buying.
3) Control is not the point, listening is
We know we know… that is a scary premise. But the best clarity, choreography and implementation can’t completely guarantee control in a social media campaign. So let us imagine for a moment that we can suspend our disbelief about relinquishing control and having to convey, and focus rather on how to be noticed — as attention, after all, is a rare commodity. How could this be invaluable, and what is the added value of having the ability to listen directly, and adjust if needed?
The value proposition here is also the trade-off – this is two-way, and frequently one-to-many. Listen to the great. Respond quickly into the poor, and react much quicker to the ugly. Enable the conversation, instead of attempting to set it into a chokehold. Folks are talking about your brand anyway, so you may too get down into the weeds and know what’s going on.Read More