Tagged 'social media metrics'

Admit It, You Don't Read the Article Links You Share

Posted by Tara Meehan on January 10th, 2013 at 7:55 pm

You have a content sharing strategy in place. You love, love, love reviewing your monthly metrics to see who is sharing your awesome stuff, commenting on your social networks, and clicking on your links. Seeing the fruits of your labor can be a real kick in the head, especially when it's going according to your results-driving plan. But are you really, truly putting the work in? Fess up. How many of those links that you are tweeting, posting on Facebook or Google+, or sharing on LinkedIn have you actually bothered to read or watch? Sure, you can get away with the cliff notes version of a relationship building plan every now and then. We're all guilty of it. But if sharing links for the sake of sharing links is the whole of your approach, your approach has a ton of holes.
To be honest, this is the reason why so many people doubt the authenticity and overall importance of social media metrics for determining ROI. But folks who are addicted to blindly sharing links have no one to blame but themselves if they aren't experiencing their desired returns. They call it ROI for a reason. What exactly are you investing in... Read more

Engagement isn't a Useful Metric

Posted by Daniel Flamberg on March 6th, 2012 at 7:39 am

“Engagement” is being proposed as the new metric for online and social media interactions. Although not uniformly defined, “engagement” seems to be an aggregate measure of a variety of interactions, which include clicks, likes, comments, shares, and re-posts. It’s a proxy for conversion in environments where goods and services aren’t directly sold.
To the old school crowd, including yours truly, engagement is measured more discretely by counting the number of people who show up on a site, view a desired number of pages, spend significant time per page and per session, and take the desired action. These “engaged” visitors sign up for a newsletter, download something, use a calculator, enroll in a class or webinar, or maybe even buy something.
Part of the debate centers on a definition and the use of the term relative to media values and media buying. If someone comes to your site or onto your Facebook page, are they engaged or not? If they spend a nanosecond to click “like” or view two pages or less, are you suffering from low engagement?
In the old media world, we measured time-spent-viewing or time-spent-listening and inferred engagement from lapsed time. So if Nielsen clocked you listening to Z-100 for 45... Read more

Trends with Traction: Meaningful "social" measurement with Net Promoter Score

Posted by Adam Kleinberg on August 5th, 2010 at 3:28 pm

If you're a CMO, you might feel like many of the business metrics you're chasing around in social media seem futile. A growing number of companies are maturing their social media measurement programs by shifting their focus to optimizing their Net Promoter Score.

4 Social Media Mining Metrics

Posted by Daniel Flamberg on June 15th, 2010 at 9:51 am

Social media potentially offers clues about customer mindsets, sensibilitities and brand affinity and awareness. The trick, in mining the flood of conversations, is to separate the abundant noise from the not-so-obvious signals and to analyze the yield in ways that offer marketers actionable intelligence to identify competitive strengths or vulnerabilities, shape messages, identify informal opinion leaders and influencers or suggest the best choice of media channels.
In undertaking this labor-intensive effort you need two key things; tools and skillful analysts who can sift through the conversations, validate or invalidate the built-in assumptions that are baked into many of the tools and to find the insights that will be valuable for brands and their marketers. Mining social media cannot be fully automated.
But the trolling can be. An array of free tools can get you started. My favorites for scanning the broad waterfront are Social Mention, Sency, YackTrack and Addictomatic. For peering into the blogosphere Technorati and Google Blogs are the most reliable tools with the deepest reach, though results are mostly a function of the key search terms and phrases used. Since each one is built using a different logic, savvy social surfers use several so they can get a broad sweep... Read more