Prioritizing Social Media Marketing Analytics

December 06, 2010  |   Social Media   |   Jameson  |   0 Comment
Prioritizing Social Media Marketing Analytics

One of the biggest challenges that companies face when tackling a new social media marketing initiative is trying to figure out how to measure it. What metrics define success? Sure, your boss asked you to get more followers on your Twitter account, but what did he really mean? More referring website traffic? Higher brand recognition?

There is no shortage of things to measure in social media, from inbound links, site traffic, comments, “likes”, check-ins, the list goes on. The part that takes some thought is figuring out:

  1. Which of these metrics matter at all
  2. What they actually mean
  3. How you can connect them back to your overall marketing success metrics

Before we get too far ahead of ourselves and into the black hole that is social media analytics, let’s step back, remember where we came from and discuss some basic principles that you probably learned in your Communications 101 class as a college freshman.

Communications Engagement Metrics

Modified from Lindenmann’s Effectiveness Yardstick

Using this tried and true communications effectiveness yardstick is a great way to visualize your social media metrics. By organizing the social relationship data that you collect in relation to the strength of the relationship that it dictates, or where it places someone within your sales funnel, it is able to give you a stronger understanding of how others are engaging with your brand’s various social media channels.

Here is an example of how you may translate Lindenmann’s chart to fit the social media metrics you are tracking for your campaign. While this will change for every organization, you can see how your social media marketing data can be organized in a series that is able to help you grade the relationships that your campaign builds.

Social Media Engagement Metrics

Blindly gathering Facebook fans and Twitter followers is a fruitless effort. While that should never be ultimate goal of any social media marketing program, it still may be an important step in moving users to higher levels in the pyramid and closer to the behavior that you want them to express (most often picking up the phone and giving someone on your sales team a call).

Organizing data this way can also identify areas where users may be dropping off of the pyramid in droves and don’t continue to higher (and more valuable) social behaviors. With this knowledge, specific tactics and campaigns can be built to alleviate the bottleneck and continue that upward movement.

Because after all, it isn’t about having the data and knowing how to organize it. It is more important what you DO with that data.

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