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Are your social media marketing efforts working? 
jabgrafting's comment,
November 18, 2016 1:22 AM
wow
donhornsby's curator insight,
November 18, 2016 9:00 AM
(From the article): n a study of over 11 million user interactions on social media, Forrester found that businesses had an engagement rate of less than 0.2% across social networks, with Instagram being the exception. In other words, you may have a million followers, but fewer than 2,000 people interact with your posts.
These insights confirm that follower counts are just a vanity metric, and in this age of “always be helping,” you need to look deeper than that and set new KPIs. The first step is to perform a social media audit to find out what’s working and what isn’t. Then you can start setting new objectives. Ultimately, you want to get to a place where you’re reaching the right people and the right people are engaging with you. That means they’re taking the desired action on your posts.
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“Measuring KPIs depends hugely on the client and their specific goals,” says Mangiaforte. “We also go deeper for clients, identifying and reporting on the number of influencers who participate in campaigns and breaking down their demographics to give our clients an enormous amount of intelligence about their social audience.” She completes this measurement through a mix of proprietary software and tools such as Keyhole and on-platform analytics, using this assortment of tools to, “identify influencers and measure their impact in terms of reach and engagement once we deploy them for our clients.”
Jeff Domansky's insight:
Useful tips on how to measure what matters in social marketing.
Philippe Hassel's curator insight,
August 25, 2015 9:39 AM
"Decode the Verbiage" est aussi un frein à l'analyse...
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So, we need to introduce another dimension that would make content tracking more practical — that of the marketing goal. Align your content metrics efforts with the exact marketing goals. Of course, sometimes you'd be able to achieve multiple goals with one piece of content, but usually there is one goal that dominates...
Jeff Domansky's insight:
For each marketing goal, there is a set of content performance metrics to track. Make sure you cover all the essential metrics there are.
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The internet has given marketers many things, one of which is more ways to reach potential customers directly. But with this comes further challenges, most notably, how do you work out whether all that online activity is having any real impact on sales?
Jeff Domansky's insight:
Here are several of the key measures that should matter to marketers.
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Do you want to understand your social media return-on-investment (ROI)? Are you tracking the customer journey in Google Analytics? In this article you’ll discover how to collect and analyze the data you need to properly calculate how social media marketing impacts your business....
Jeff Domansky's insight:
Good overview of social media ROI and basic ways to track it.
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Tons of marketers hate data, so they only focus on the low-hanging fruit. These “vanity metrics” include data like total page views, Twitter followers, and other fluffy numbers. The strongest marketers are the ones who collect actionable data. If you’d like to be more actionable with your analytics, start with the “so what?” question. For example, clickthroughs and blog views are nice to have, but do they impact revenue? When you frame your decisions through the “so what?” question, you’re beginning to dig deeper into analytics. Here are five ways to make the most out of your marketing analytics....
Jeff Domansky's insight:
Here's an excellent look at social media metrics and how to measure what matters most.
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Facebook's dialing-down of organic brand content has been a hot topic for months. And according to recent research, paid ads on social networks do have better conversion rates than organic content. For the most part, though, social media is not the last or only touch for consumers on the path to purchase. According to Convertro’s figures, 87% of interactions with social content were a middle touch, while just over one interaction in 10 was either the last or only touchpoint. Still, some social venues are more geared toward conversion than others. YouTube stood out in Convertro and AOL’s research as the most likely social media property by far to turn a prospect immediately into a customer—likely because video content like that hosted on YouTube can provide 100% of the information an online shopper needs to make a purchase decision. The distance between a social touchpoint and a conversion also depended on the type of product being purchased. The research found that more impulsive purchases—such as subscriptions to services like Birchbox or Dollar Shave Club, personal care items and local services—were more likely to appear as social ads and lead immediately to a conversion, as the last or only touchpoint on a consumer’s journey....
Jeff Domansky's insight:
This research study provides really valuable insight on content marketing, how social media channels convert and which channels convert best. Recommended reading. 9/10
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A discussion about social media and its use in sales and marketing often leads to a discussion about return on investment—the elusive ROI. The fact that incorporating social media into sales and marketing can generate return on investment has been and continues to be proven. Just search “social media ROI” or “proof that social media marketing works” and you will have plenty of proof. That’s not the problem. The problem is the question about ROI is still being asked, and it’s because many people are still unclear about how to measure ROI and not about whether they can prove it can be measured. That confusion is why the following five questions are so important when it comes to understanding where to start, what to focus on, and what meaningful social media ROI looks like. Many organizations start in the wrong place or focus on the wrong metrics. Hopefully the following will prove helpful....
Jeff Domansky's insight:
Before your CEO asks, have the answers to these five critical questions about social media ROI.
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"Brand" will always be a nebulous term. Arguments rage about its true value, especially on social media... Although recent research shows that it can be responsible for nearly 15% of your total worth (Or much, much more, if you’re J.K.Rowling), it’s still seen by many as the ultimate wooly metric. There’s no doubt that being a household name will improve your chances of success in social, but just how far will it take you? I’ve taken a look at the world’s top ten brands, and matched up their profiles across the biggest social media platforms.Let’s see what’s in a name...
Jeff Domansky's insight:
Lots of social media insight from this post which looks in detail at how leading global trends perform in various social media. I found a lot of valuable insight and actionable marketing ideas.
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Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank. The "Intelligence Report: Social Platforms" found that the visual component of Instagram has helped the platform grow to 100 million users with the average luxury brand having 100,000 followers. Other visual platforms such as Vine, Pinterest and YouTube have grown significantly and continue to be platforms for brands to deeply engage with consumers. "For all the mindshare that it occupies, social media ultimately drives very little ecommerce, less than 0.25 percent, and site traffic, less than 3 percent, for prestige brands," said Danielle Bailey, research lead L2 Think Tank, New York....
Jeff Domansky's insight:
This research report and post are extremely valuable for marketers, PR, content marketing and social media pros. It also reminds us that social media still has a long way to go in driving "real" ecommerce. Recommended reading.
Anna Kong's comment,
September 26, 2013 9:31 PM
i agree with you jian wang. this article is very informative, it shows that by engaging with consumers it does help the company with its branding and it also applies for free markets.
oliviachristy's curator insight,
October 2, 2014 6:00 PM
Consumers need to be engaged or they will switch off. The implication for marketers being that their messages won't be transmitted. Facebook is more content heavy than Instagram, with more opportunities for users to engage; group formation, events, sharing for example. Perhaps that has become their downfall in managing to keep their users engaged. The more messages we see daily, the more we filter out. Instagram is free from complexity and a bombardment of messages and content. It might be its simple, image based, to the point structure that holds an increasingly impatient publics' attention. 
luke sumich's curator insight,
October 2, 2014 10:38 PM
Want consumer engagement for a luxury brand? Use Instagram
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Content marketinghas become a bit of a buzzword recently. It’s become a synonym for digital marketing and a catchall term for marketing tactics like blogging and social media. It’s also become an essential part of B2B marketing strategies, recent research found that 88% of B2B content marketing spends are to either stay the same or increase in 2013.
For B2B companies, the bottom line is sales. Most B2Bs aren’t interested in becoming a household name brand, or appearing on billboards. They just want to sell their product. Which is odd, considering that same research found that only 43% of B2Bs listed sales as a measurable target for content marketing.... Via Brian Yanish - MarketingHits.com
Jeff Domansky's insight:
The goal is still to get leads into the sales funnel whether it's through high quality content or other social media engagement.
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According to research by Cap Gemini, 97% of loyalty programs reward participants for “spend and get”. Yet, 84% of consumers, as reported by Loyalty360, said they would spend more with retailers that offer points for activities other than spending. In tapping into the desire for rewards outside of traditional spend and get programs, the question looms large: How to measure the ROI of a program that rewards for outcomes like brand advocacy. Working with leading brands to develop and measure social media loyalty programs, here at Chirpify we have developed an ROI model that can be used across loyalty programs to impact organizational goals. Without further ado, let’s break it down, diving into each of the metrics, why they matter, and how a social media loyalty program can increase the value of each....
Jeff Domansky's insight:
Interesting social media loyalty measurement tips.
Keepamericaheard Maria Catania's curator insight,
January 22, 2016 2:13 PM
What is your margin of spending, and what drives you as a consumer, get the scoop...! MariaCatania keepamericaheard
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Analyzing the impact of your content doesn’t need to be a costly endeavor. These nine analytic tools are free (or almost free). Identifying which ones help inform your content marketing goals, using them regularly, and adjusting your content so your results are aligned even better with your objectives will boost the effectiveness of your content marketing efforts.
Jeff Domansky's insight:
These nine tools will help you measure your social marketing efforts better. Recommended reading. 9/10
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What these oft-quoted stats on social media usage don't do, however, is show us how to act. They fail to provide us with any actionable insights into how we can actually improve our social media marketing. That's why we created the 2015 Social Media Benchmarks Report, which uses data from 7,000+ businesses. The report sheds light on metrics associated with social posting frequency, social following, and social engagement. Use it to benchmark your own social metrics against businesses in your industry and/or against businesses with a comparable company size. To give you a quick overview of the types of data you'll find in the report, I put together a few interactive charts using the infographic creation service, infogr.am....
Jeff Domansky's insight:
Check out these interactive charts that shed light metrics associated with social posting frequency, social following, and social following.
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Know what's working on social media with the insights from our collection of free social media analytics tools. Where do you turn for meaningful stats on your social media marketing? I’m grateful for the insight from some truly incredible tools that help make sense of the actions I take on social media. How have my followers grown this month? Which posts seem to perform best? Which times make the most sense to post? The answers are out there, and there are tools to help you find them. I’ve collected a bunch of my favorites here in this post. Feel free to give them a try and see what insights you can find!...
Jeff Domansky's insight:
Kevan Lee shares any central social media toolkit for measuring results. And the best part? They're free! Recommended reading for social marketers. 9/10
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There are few marketers in the industry who haven’t felt the pains of working with a CEO who isn’t behind the marketing strategy. A study by The Fournaise Group revealed that 80 percent of CEOs don’t trust – and aren’t very impressed by – the work done by marketers. In other words, CEOs oftentimes aren’t on the same page with the people who spread the word about their company. Sound effective? Not by a long shot. While not every CEO needs to be a marketing expert, it’s imperative that CEOs have a clear understanding of marketing’s role within their business and how to measure its effectiveness. I recently polled my network of CEOs to find out their top marketing questions....
Jeff Domansky's insight:
Big challenge! Why don't CEOs always understand what marketers are doing? Probably because they can never be sure whether or not marketing activities relate directly to their bottom line.
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![SEO Ranking Factors For 2014 [REPORT] | Sean Clark | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/Y15dm1efO_RsbexN1T3NETl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Search Engine Optimisation is a constantly expanding and ever-changing field which can seem like a bit of a minefield if you don’t know where to start. As a business owner it’s vital that you and your team understand the importance SEO plays to your online presence, and how best to stay ahead of the game. Here is an overview of the white paper recently published by Searchmetrics - The 2014 Rank Correlation Analysis and SEO Ranking Factors for Google U.S. Don’t be put off by the technical jargon in the title. This report is vital reading if you want to understand what differentiates high-ranking sites, and increase organic visits to your own site. It could be used as a basis for your SEO strategy and to help understand if you are doing the right things....
Jeff Domansky's insight:
I can't recommend this report by Sean Clark highly enough. It is essential reading for content marketing, PR and social marketing pros. Highly recommended 10/10
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In the world of content, too many marketers burden themselves with the “more is better” mentality. Create as much content as possible and that’s how the world (and Google) will find you. On the other hand, what if you could create better content, more often? In order to help guide you, here are 8 different ways to use Google Analytics to help you not only ask the right questions, but also navigate through the various reports to find the answers. For the most part, these are in order of easiest to hardest as far as GA-savviness....
Jeff Domansky's insight:
These are excellent tips to help you measure your social media and social marketing success. Recommended reading 9/10.
Jakarta Web Developer's curator insight,
August 14, 2014 11:01 AM
8 Ways to Use Google Analytics to Measure the Success of Your Content Marketing 
Miami Marketing Tools's curator insight,
August 14, 2014 4:50 PM
Very interesting article about how to use Google analytics to meassure how well your online content is doing.
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Regardless of the social media network you have chosen to use to market your business, one thing is certain. Without a way to accurately track and follow key success indicators, your efforts are in vain. Below are four social media metrics that every business must track and measure....
Jeff Domansky's insight:
Rebekah Radice shares the four most important business social media measurements you should be watching out for.
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Simple metrics like "followers" and "likes" are usually dismissed by the gurus but actually play an important part in your company's progress... .Most social media “gurus” will be quick to point out that activity-based metrics such as number of posts, followers, or re-tweets are meaningless because they don’t measure real business value. I’m going to take a contrarian viewpoint today and explain that in the real world, these simple measurements are not only useful, they may be critical. A few years ago, I was working as a consultant on a new marketing initiative for an extremely conservative, slow-moving company. As we were getting to know each other, I asked the people around the table “If we gathered here a year from now and you told me that our initiative had been wildly successful, what would have been achieved?” One of the veterans of the team spoke up: “I would like to see that something … anything … actually HAPPENED!”...
Jeff Domansky's insight:
I really liked Mark Schaefer's practical point of view on social media measurement. It's a good read.
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Use key performance indicators (KPIs) to effectively manage Inbound Marketing activities....One of the things I love most about Inbound Marketing is that it lends itself to creation of an Inbound scorecard of KPIs that tie directly back to business goals, and give the ability to quickly evaluate performance and make instant adjustments to strategies and tactics. Just as important is how your scorecard can contribute to a virtuous cycle: improved results lead to strengthened commitment and participation, which leads to more support, continued resource commitment…and even better results!Inbound Marketing allows businesses access to more marketing metrics than most businesses have ever had the luxury of enjoying. Here’s a list of what we consider our top five Inbound KPIs...
Jeff Domansky's insight:
I liked these smart measurement suggestions. Worth reading.
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Tracking your social media metrics is critical for success. Here's how to monitor Twitter, Facebook, LinkedIn and Instagram.