'PR 2.0', 'social marketing', 'social media measurement' in Public Relations & Social Marketing Insight

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Social Media... How Do You Measure Success? | MyBeak Social Media

From lauraleewalker.com - January 19, 2013 4:06 PM

“Success” in a social campaign, and an annualized social media calendar, should be determined by the goals for the campaign and an overall long-term strategy… we like to use the term “Conditions of Satisfaction.” Far too often, companies start a campaign simply with the goal of having a “social” campaign, because that’s something they feel like they need to do or have been pitched by an agency. Most Social Marketing “experts” flock to those kinds of clients, and then pick some random metric as success.—In our world of coordinated creation of social media stories at Collective Bias, there’s typically two kinds of success, or ROI, on social campaigns – Cost Mitigation, and Sales Increase. And we believe there is a Return on Relationship (ROR) fostered by all brand relevant content and communication… simply put the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $’s and cents, ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing....

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Some thoughts on social media and social marketing measurement and ROI...

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Social basics: 10 of the best engagement and analytics tools | memeburn

From memeburn.com - January 5, 2013 3:15 PM

Social media has revolutionised the ways in which the game of marketing, advertising and promotion is played. Almost every brand that exists is now roaring out loud on social media. But there is a lot of skepticism over what makes an impact and what goes unheard. To let brands gauge the impact of their efforts and the direction in which they should focus, social media tools were introduced to make managing and analyzing the data that emanated from overflowing conversations easier.

Now, with so many tools cluttering the space, it’s an ordeal to decide what might work for you. If you’re just starting out in social media and looking for something to make running and measuring your campaigns a bit easier, here are a few of the most widely used and effective social media management and analytics tools available...

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You may want to try several of these terrific analytics tools.

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What Five Experts have to Say About Measuring Social Media | SEOmoz

From www.seomoz.org - January 16, 2013 10:22 PM

...On the one hand, stakeholders need to know what they are getting out of social media, but on the other, we can’t allow either the analysts or the critics to mislead our clients, because at the very least, it makes everyone’s job harder and doesn’t move marketing forward. This is something I call bromarketing – a variation of the broscience that is popular in the weight lifting space.

Bring in the experts!

BlitzLocal CEO Dennis Yu, genius marketer Ian Lurie, EdgeRank expert Chad Wittman, Social Nerdia founder & Sprinklr director and strategist Esteban Contreras, and awesome marketing podcast host and consultant Bob Knorpp were kind enough to help me look at measuring and valuing social media based on their experience and knowledge....

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Great insight into how you can reliably measure social media from this panel of experts....

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Infographics are not a Social Media Strategy: The need for social producers - Brian Solis

From www.briansolis.com - September 24, 2012 5:50 PM

I can’t be the only one to notice this…infographics, “viral” videos, Like and Retweet campaigns, they all seem to be trying a bit too hard lately. For example, most infographics I see today are no more than visual press releases with graphical elements tied to information…and then more information…but wait, then more information. If this was just about visualizing scrolls of information, then anyone using free infographic generating tools and a list of interesting data points could make pinteresting graphics. The key is to think less about the packaging and more about the story you want to tell. But even more importantly, it’s time to put the social in social media and craft the story you want people to talk about and share.

It’s not every day that I focus on social media tactics. However, I’m sharing this post to address a growing concern among social media and digital strategists and those to whom they report as to why their content performs at lackluster levels. Much of what we see in our news feeds and social streams is adequate but not yet representative of what’s possible. However, if creative professionals and brands overall do not understand what it takes to make content or campaigns engaging, optimism and support for experimentation fades and as such, budgets dwindle.

Rebecca Lieb, my colleague at Altimeter Group, tracks digital advertising and media. Along with Jeremiah Owyang, they published a new report on the integration of Paid, Earned, and Owned Media. She shared with me the importance of not only shareability, but also integration into an overall content strategy, “A common content marketing misapprehension is that it equals social media. Content production is tactical. Its desired result, good content, must be informed with strategies and goals related to customer experience, journeys, sharability and its correlation and integration with both paid and earned media.”...

[Shareability, resonance, the importance of storytelling - a must-read from Brian Solis - JD]

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