Move beyond social media metrics

Dirk Shaw – Director Digital Media, Alem InternationalTwitter: @dirkmshaw

Move beyond social media metrics 3 ways to organize for results

Everywhere you turn someone is using social media.

Business goals we will measure

?

The question is no longer should we participate in social

media. It is how do we measure its value ?

Social media metrics alone are meaningless.

• Increased reputation in the market.

• Did it support customers better?

• How did it increase sales?

• Did it create awareness about new offerings?

Unless you can tie them to results!

3 ways to organize social media for results

www.cyclingweekly.co.uk

Let business goals lead. Not tools 1

Define metrics to support each goal

Brand mentions

Share of voice

Key Metrics Extending reach

Increase Brand Awareness Goal

Metric: Share of voice against the competition

Slide 12

Metric: Number of Brand mentions made

Keywords: real-estate, Intrawest, Vail Reports

Metric: What’s the sentiment ?

Photo credit: http://upload.wikimedia.org/wikipedia/commons/9/95/Sir_Simon_Rattle_and_Berlin_Philharmonic_Orchestra_Photo_by_Monika_Rittershaus_License_Creative_Commons_BY_SA.jpg

2 Organize social media across departments

http://www.flickr.com/photos/35703177@N00/3290574208/

Each group listens and responds to different things.

A marketer may want to know what it’s competition is doing.

A communications person might want to understand sentiment.

http://www.flickr.com/photos/igorclark/3301933780/sizes/l/

Companies that engage in an uncoordinated manner

Have difficulties replicating success.

.Which makes predicting future value almost impossible.

Monitoring solutions streamline collaboration for acting on insights.

3Clearly define the role of each touch point

Start by knowing where your audience is.

And how they will find utility or value from it.

» Let business goals lead, not tools.

» Coordinate your social media activity.

» Define the role of each touch point.

Summary: Organizing social media for results