It is no secret that modern audiences are continuing to accelerate away from traditional outlets and toward web-based content. This ongoing evolution has forced brands to change the way in which they tell their stories, as well as continuously adjusting the platform they are attempting to engage with their target audience on. One answer to this dilemma has been to utilize “Native Content.” While there are several other names for this strategy and content, such as native ads, sponsored content, and other terms in an ever-changing pantheon of buzzwords that exists in the digital marketing space, the fact remains that for the foreseeable future this will be something to consider when planning content and strategy.
In my role as VP, Digital Research and Analytics, I’m often asked, “What is the true value of social media?”
This is an important question. I’m always happy when clients are looking for ways to have a greater impact. It means they’re thinking beyond engagement metrics and looking for the business value.
On the other hand, there isn’t one single solution for measuring the value of social media. It depends on what you’re trying to accomplish. Is your end-goal a sale? A lead? A donation or volunteer? And what is it worth to your business?
This post first appeared on: http://metricsman.wordpress.com/2012/02/20/three-fundamentals-of-great-social-media-measurement/
If you want to evaluate the robustness and effectiveness of your approach to social media measurement, ask yourself these three fundamental questions:
Does the approach measure the ‘right’ things in order to show the business impact of the programs and initiatives?
Will stakeholders of the report receive the data and actionable insights required to make strategic decisions?
Are the data and insights presented in a clear and concise manner that tells a story and makes it easy to understand and act upon?
The engineer speaking: “What you cannot measure does not exist.”
It’s hard enough when someone else is telling you this, imagine how hard it is for me, having my marketeer brain argue with my engineer brain (half of each, don’t worry)! However, the marketeer halfbrain is doomed, once SoMe exit the fog of experimental pilot projects, a metric for success is needed, if nothing else to justify the investment that will be pouring into it.
This post originally appeared in the blog PRSAY, the official blog of the Public Relations Society of America. If you’ve been following the measurement world within the PR industry over the last year or so, you’ve seen a fair amount of news coming out of first Barcelona in 2010, and then Lisbon this year. It may have caused you to wonder: How come the measurement folks meet in cool places on the Iberian Peninsula, and we get stuck with conferences in Detroit, Orlando and Philadelphia? Well, we welcome more people to the measurement tribe at any time, and in fact, the 2012 version of the European Measurement Summit will be in Paris.However, maybe measurement or Paris is not your thing, but you want to at least understand the state of play. Here is what you need to know.
Last week, I, along with several of my Ketchum colleagues from the U.S., U.K., Spain, Germany and South Africa, had the pleasure of convening in Lisbon for the 3rd European Summit on Measurement by the International Association for the Measurement and Evaluation of Communication (AMEC). The main purpose of the summit was to build off of the work done last year in Barcelona, where the industry adopted seven guiding principles for itself to guide us in our work.In addition to mapping a way forward (more on that in a moment), the summit also included seven workshop sessions, each one focused on demonstrating how to apply each one of the seven Barcelona Principles in the daily lives of PR practitioners. Here are some of the highlights:
Here (below) is my response to the “Big Agency Social Cred Scorecard” that Peter Himler has started to develop over at The Flack, his thoughtful blog about digital PR. In it, Peter lists some social media stats (number of followers on Twitter, for example) for people in digital leadership positions at some of the big PR firms, Ketchum included.
On a related note, I notice that Peter doesn’t count contributions to agency blogs, such as this one, as a meaningful part of our social graphs. Perhaps he might be persuaded to include them in round two.
Oh, and in case you’re wondering, I would have simply posted my response in the comment box below Peter’s blog entry, but it was rejected by the Blogger platform for being too long. Instead, I will comment there with a bitly link back to this post here on the Ketchum Blog.
In any case, I encourage you to take a look at Peter’s post, read my reply, and weigh in with your perspective.
I get the meme, and like you, I feel the weight of the emphasis so many around us place on quantity — whether that’s the number of site visits, fans, friends, followers, tweets, or even impressions or column inches, among other data points. Quantitative measures are no doubt a part of the equation – and an important part, at that. (I’m not sure how my 879 Facebook friends factor in, but FWIW, you can feel free to add them to my scorecard.) The beauty of the digital era is that we have access to just about any data point we could possibly want. It’s a quant jock’s paradise!
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