10 ways to measure a social media campaign — Social Media Optimization

10 ways to measure a social media campaign

March 10, 2009

Interesting article on econsultancy about how to successfully measure social media campaigns. Chris Lake who wrote the article takes an interesting approach in that he says:

Rather than focusing on the smaller, campaign-specific metrics, such as traffic from Twitter or the number of fans on Facebook, wouldn’t it be better to look at how it helps to shift the most important business KPIs, such as sales, profits, as well as customer retention and satisfaction rates? To do this effectively, you’ll need to give your social media strategy time. Like a good wine, it needs to breathe. In doing so you will be able to look at your overall business performance, as well as the performance of your social media campaigns over the duration.

I like this advice. It is too easy these days to throw up a Facebook campaign, churn through some money with no results and say that advertising on social networks does not work. Social marketing works best when brands engage with their audience. And to do that takes time!

The ten ways to measure the effects of social media campaign that Chris identified are:

* Traffic

* Interaction

* Sales

* Leads

* Search marketing

* Brand metrics

* PR

* Customer engagement

* Retention

* Profits

So many marketers get caught up on driving traffic that they forget the last couple of points.

More at  10 ways to measure a social media campaign — Social Media Optimization.

How Social Network Marketing Works

How Social Network Marketing Works

Most marketers would ask the wrong question here: “how can social networks make me more money?”

The problem with that approach is that you tend to focus on immediate means of monetizing the value of social networks such as MySpace, Orkut, Friendster, LinkedIn,Mixx, Stumbleupon, Reddit,Twiter and Flikr, while ignoring the real reason these networks were setup and how you can use those ideas to help your business.

MySpace, Orkut and Friendster grew as means to stay in touch with friends, meet new people online and to share ideas. LinkedIn has a similar slant – it is great for entrepreneurs and professionals who want to mine their contacts for hiring / outsourcing. And Flickr is just a blindingly simple tool for sharing photos.

The success of social networks marks a dynamic shift in how people are using the Internet. We’ve evolved from just searching for information to creating and participating in social spaces with other individuals through the Internet. This model is based upon the hive mentality where people identify themselves as part of a group with similar likes and interests that draw them together. This is easy to do online because the traditional communication barriers of physical locations no longer exist.

More at  How Social Network Marketing Works.

How Social media can speed up your job search – blogs

This is from  Wall-McLaughlin Recruiting & Staffing – JobWall Blog.

A prominent blogger recently proclaimed that any professional who considers himself to be a top performer in his field has a blog. So if you don’t have a blog, you must not be a top performer. With more and more employers buying into that statement, the establishment and maintenance of a blog is becoming as important a part of the job search process as is having a clean resume or nailing your interviews. By establishing and maintaining a blog you:

– Set yourself apart from other job seekers

– Show your expertise in a niche field

– Show you are keeping up with the times and are able to display your understanding of the happenings in your industry

– Establish yourself as a source of information, not just a name on paper

– Attract others with the same interests as you, allowing you to grow your professional network

So now that you’ve established a blog, what are the key dos and don’ts to ensure your blog will help you land that dream job?

More at  Wall-McLaughlin Recruiting & Staffing – JobWall Blog.

Facebook, Twitter and LinkedIn

I’ve been watching the debate about Facebook, Twitter and LinkedIn with interest – mainly because I’m an avid user of the first and last.  But I do use Facebook too.  I like a comment that Facebook is about the past, Twitter is about the present and LinkedIn about the future!

Facebook is good for finding old friends and relatives – finding old school friends etc.  Although I suppose if you are over forty you are more likely to use Friends Re-United, but the concept still holds good.

Twitter when its good is very much about the present, what I’m doing now, what we are doing now or what the world is doing now. No one is interested in what you said yesterday – it’s lost out there in the clouds somewhere.

LinkedIn at the end of the day is about future work and business opportunities; even the group comments and debates have an edge to them which is around building your image as a potential employee or business partner – there aren’t many jokes! Increasingly Facebook and Twitter are about marketing but that is different from the professional focus of LinkedIn.

You can, of course, use all three  for finding old and potential new friends and for keeping in touch.  Personal and business email addresses change but many people make sure they update their email address on LinkedIn, for example.  But friendship depends upon some degree of self exposure and for me that is the trouble with Facebook.  Facebook becomes interesting when you give just a little too much of yourself away – the tag on the photo at the office party from hell, for example.  I keep up my Facebook account but it has got real potential to make me squirm and I have joined some rather odd groups in my time on the spur of the moment.  I’ve not got round to leaving them cos its all too complicated.  LinkedIn should keep you on the professional straight and narrow on the disclosure front, so you may make business contacts but I’m not convinced you will make many friends.

Oddly enough although I’m fairly new to Twitter I have a feeling that it probably has the strongest case in terms of making on-line friends.  There is a limit to how much you can expose to the world in a relatively short message and although a picture will build up, it will be in real time – just like in the off line world,  face to face!

It will be useful to see whether I think the same in a few months time.  In the meantime I shall go on tweeting on Twitter (find me as WWisewolf) and networking on LinkedIn.  I suspect its going to be Facebook that goes by the wayside soon.  Except, of course, for the odd check up to make sure there are no embarrassing tags in photos I’d rather forget.

Spam or Social Network Marketing?

Well, what is the difference?

Wikipedia says spam is simply unsolicited or undesired electronic messaging.

Well if you signed up for Twitter etc, you should know what to expect!  But you can decide who follow, or have as a friend.  You should realise, you won’t like everything all the time!  People will have views you don’t like, some things will be boring and, yes, some of it will be promoting something you don’t want.  But things move on so quickly and certainly I can live with that.

Many do use Twitter to advertise their longer blogs but you have a choice whether you follow the link. At least no one is clogging up your inbox unless you want them too.  If you think you get too many Tweets from one person,  then switch that person off!  As for those longer blogs, well, you might learn something or even just be entertained.  People are just incredibly generous in sharing their knowledge, so long as you respect their intellectual property!

Of course, Social Network Marketing is an advertising tool.  But you have a choice whether to take part!  Its up to the social network marketeers to make it interesting enough for you to want to find out more.  There is far less psychological pressure in a Tweet than in a television advert.

I would love to hear what others think – is social network marketing just spam for you?

And what do you really think about people using social networks to advertise their businesses?

Social Media Marketing Beginner’s Guide

By Jon Rognerud

Quick!

What is the hottest social media tool to emerge on the scene this year? It’s ‘Twitter’, and you may get hooked too…

SMX Social MediaI recently came back from a fully packed conference on social media marketing, the Danny Sullivan SMX show in Long Beach, CA, and all-the-rage was Twitter, a micro-blogging platform that many at first (typically) considered a ‘joke’ or maybe just a temporary fad. They (we) were all wrong, but most agreed that using any tool or technique without a reasonable strategy was a missed opportunity.

But, let’s not be too quick – learn how to research & leverage the social media space with planning and execution along the way.

I’ll show you that micro blogging and the other tools and platforms in this short SMM guide are things you might consider for your important social media marketing.

Furthermore, SMM can provide quality traffic, you can minimize the often laborious time by a little planning and it is possible to market into B2B marketplaces. It’s not just for kids anymore.

What is it?

“Social media marketing (SMM) is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks”. Social Media is a shorter top level term that describes the space overall, and covers the activities around social interaction, content, videos, images and audio exposure.

Where to start?

More at Social Media Marketing Beginner’s Guide.

Top 20 Social Networking Websites – March 2009 Computers and Internet Social Networking Data | PRO Media Blog

Compared to our last post on the Statistics Comparison for the Best Social Networking Websites from Compete, here is another report, and quite different in data, from hitwise.

Although the data is just for a week, ending March 7, 2009, it shows that MySpace gets 33.44% of the total visitors compared to 25.38% by Facebook. In the fourth place is a little known social networking site Tagged.

Twitter & Linkedin ranks 12 & 20 in this list by Hitwise

via Top 20 Social Networking Websites – March 2009 Computers and Internet Social Networking Data | PRO Media Blog.

Social Media and The Evolution Towards Simply Marketing | Part 2

This comment has just been received and deserves its own post

All great ideas (see Grey Review item below) however I would moreover include a further item to it: think about doing a virtual event. By applying Virtual events to marketing challenges, you can get the word out to prospective customers, produce new leads and help out close business by now in the pipeline. There are small-budget ways to hold virtual events and there are more robust, feature rich and scalable solutions (like InXpo, ON24 or Stream57) that are great for putting on events that include virtual exhibits, informative conference sessions, product demos as well as networking with attendees. Although people are hesitant to travel, they are very prone to be present at an event that they can attend from their desk. Even if you are just doing a manufactured goods demo or better yet, offering several educational information in say a webinar or webcast, a virtual event will get you additional coverage and more leads very cost effectively. Visit http://www.virtualedge.org to discover further about how to do this and locate virtual event providers.

Social Media and The Evolution Towards Simply Marketing | GreyReview

When it comes to social media for marketing, different companies have different degree of adoption. This article is an attempt to shed some light on the path of social media adoption, in terms of sophistication in usage. The path can be segmented into five stages,

More at  Social Media and The Evolution Towards Simply Marketing | GreyReview.