Sunday, May 16, 2010

The Social Media Marketing Blog: Are You Measuring What's Important?

Friday, May 07, 2010

Are You Measuring What's Important?

We often talk about social media ROI being measured differently. These are different behaviors and we should be applying new and different measurement standards, right? One of my favorite demonstrations of this is K.D. Paine's legendary acronymn HITS = How Idiots Track Success.

A recent eMarketer article asked Is the Click Still King? To the average user, there are so many ways to engage with a site. So you would think that there would be more  relevant and prevalent ways of measuring success. But take a look at the top methods that both the CMO Council and Chief Marketer respondents indicated were important:



Click-throughs and website views. How very 1999.

Although, I will give the CMO Council the edge on this one, with looking at registrations, which tells you a little bit about actions taken and level of commitment to engage. That's a positive thing. But it seems like we're still treating the Web like a version of television, where "eyeballs" are what's important.

Take a look farther down those charts and see some of the interesting ways of measuring success: content download, transactions, engagement (which is a little vague), and increased knowledge. Those are all methods of demonstrating effectiveness that can determine your content strategy and marketing channels moving forward. But ultimately, each time a campaign is launched, the methodology for measurement needs to be customized to the goal at hand. Click-throughs and hits are not a universal metric for every campaign.

Some metrics that might appeal to me as a marketer include:

  • Likelihood of a customer to become an advocate for my brand
  • The spread of information across the Web - especially via social tools
  • Sentiment of comments generated by a post or campaign
  • Effective integration of offline calls to action and online actions
These are just a handful of suggestions for different types of measurement. As I said, it depends on what you're trying to accomplish. What are some unique and different measurement standards that you've seen evolving?

Photo credit: raneko (Flickr)

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Posted by Scott Monty at 12:09 PM

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About Scott

Speaking Events

Scott speaks on social media at events, seminars and conferences around the world. His topic generally focuses on corporate use of social media, becoming an online spokesperson, and specifically on the progress that Ford has made in the recent past. If you're interested in booking Scott to speak at your event, please send an email to speaking [AT] scottmonty [DOT] com. Scott's bio and headshot can be found in the "About Scott" tab above.


Some previous engagements include:

BlogWell - How Big Companies Use Social Media - Minneapolis - August 13

Keynote at OMMA Global Sept. 21, 2009

MIMA Summit


Social Media Explorer
Six Pixels of Separation - Marketing and Communications Insights Blog and Podcast - By Mitch Joel at Twist Image
Marketing Over Coffee Marketing Podcast

Media Bullseye
Doug Haslam
Marketing Edge
gary vaynerchuk
Jaffe Juice
Copyblogger
Advertising Age - DigitalNext
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Pistachio Consulting Inc.
The Marketing Fresh Peel
The Social Organization
Greg Verdino's Marketing Blog
Church of the Customer Blog
Forrester's Marketing Blog
Twitter Facts
ThirdWay Advertising Blog
Paul Gillin's blog - Social Media and the Open Enterprise
Bryper's Blog
Social Blogworking Magazine
Note to CMO:
Citizen Marketer
Groundswell
MediaJoltz
Vlog Soup
THE AD-VOCATE
The Lonely Marketer
Sparxoo

 

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