How To Measure Social Media With Meaning: Tie Your Social Media Data To Your Business Initiatives
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Transcript of How To Measure Social Media With Meaning: Tie Your Social Media Data To Your Business Initiatives
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How To Find and Implement Meaningful Social Media Metrics For Your Organization
@alisonjherzog
the vanity metric madness
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Seriously, Though, Stop it
!
“But I grew my following by 18%-76%-1600% last year!
I’m amazing! I’m a hero!”
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–Alison J. Herzog
“So What?”
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Pet peeves: It’s time to go there
!
1. Using social media to heavily promote (read: push) product on people. Guys, it’s called “social” media for a reason.
2. Quoting data without context
3. Quoting data with no ability to answer how it ties to your business initiatives
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–Galileo Galilei
“Measure what is measurable, and make measurable what is not so.”
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What does that mean?
What does an 18% increase in Facebook followers mean to your business? !Why do you care?
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What is your business about?
!
What do you want out of social media?
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What does your audience want of social media?
Use data to understand expectation and to evaluate what content is successful to your business initiatives.
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–Voltaire
“Common sense is not so common.”
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Real World Application
A test of one brand’s social content revealed that the audience consistently engaged highly with content that contained one of the following elements:
1. Pragmatic Information
2. Authentic User Generated Content
3. Universal Truths
4. Positive Emotion
!
What didn’t work?
1. Overt ad copy in organic social.
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Map out your Customer Lifecycle
Where and how does social fit?
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Hint
It’s not typically in the purchase stage. Social is not known as a last touch activity.
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A Wise Man Taught Me
(And I’d be grateful if you’d choose a side. Don’t straddle the fence.)
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Have you considered?
• How different audiences react to content?
• Who your audience is? Or should be?
• What user behavior occurs once a user has transitioned to your website?
• If your content is resulting in social engagement but no further action? or
• If your content is driving action but no engagement?
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What steps should you take?
• Set your expectations realistically!
• Educate your internal audience
• Ask questions (internally & externally)
• Research
• Listen
• Appreciate your audience by demonstrating that you listen and care. Be human!
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Mashable gets it. And you’re welcome. @alisonjherzog