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 I think fair to say we have matured somewhat as far as metrics for online marketing - traffic, conversion, ROI etc I wonder what will evolve as measures for "social media marketing". We will need to build measures that recognise beyond just the "buzz" - perhaps the old advocacy score (or now EPS) will evolve as we try to measure the value and impact to brands due to "social media marketing". What do you think? | ||
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5.00 (Excellent) Vote:
March 4th When people start talking (writing) about social media measurement, they usually don't make a distinction that I think is critically important: between audience metrics and content analysis. They're different discussions--actually, they're four different discussions:
http://net-savvy.com/executive/social-media-analysis/sorting-out-social-media-measurement.html
It will be a lot neater if we don't try to decide between, for example, engagement (audience/visitor behavior) and influence (content source analysis).
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November 2007 In addition to measuring immediate actions and response, marketers need to quantify social media's impact on their overall brand. Research (point in time or brand tracking) is one way to do that, but data collection presents it's own set of new challenges...
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4.00 (Good) Vote:
November 2007 One key metric: Influence.
Technorati was heading in the right direction for a while, but we need to have some way of measuring influence. Be that a combination of comments, mentions, posts, activity, with appropriate weighings as well Reply
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4.00 (Good) Vote:
November 2007 Hi Jackie, I'm the director of Social Media committee at the Web Analytics Association; we're working on the very first set of Social Media Standards though my committee - we hope to have a draft of some of them by January 2008. The WAA is the ideal place to really look for metrics as we're an organization of 1400 Web Analysts and Web Analytics Vendors - and are growing fast. Please feel free to contact me for more information: Marshall Sponder Reply
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4.00 (Good) Vote:
November 2007 The trick is to measure the level of engagement, and attachment to the social channel. Also, try to set metrics that align with site and marketing goals.
Send me some of your site marketing goals and I will tell you some metrics you should be watching. Reply
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