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The biggest brands in the world embarrass themselves every day on social media. You'll have to rewire your brain.
In presenting new metrics for you to measure, what I'm really trying to do is provide a very small assistance in helping you think differently.
Erik Ohlen was inspired by this blog post to create a very simple, and effective, dashboard where you can track the four recommended social media metrics.
As I had stressed above, currently if you want to report these metrics exactly as defined above and from ALL the social channels mentioned then you have to do so manually.
Small price to pay for communicating the actual impact of social media to your management right? Sheet 1 is the dashboard itself, with instructions.
Sheet 2 is where you type in the raw data. Could not be simpler. Download: Social Media Metrics Dashboard.
Adapt it to your business. Rock a lot! When I'd written this blog post it was not possible to measure the metrics that I'd created here.
But now there is a very good, still in alpha, tool that allows you to measure the metrics recommended in this post. It's called TrueSocialMetrics.
Play with it, and get just the data you need to make smarter decisions when it comes to social media. How do you measure the success of your social media efforts today?
Got a favorite super lame or super awesome social media metric? Does one of the four or all four! What did I miss about social media? Please share your feedback, critique, suggestions, and cool tools to measure these four metrics, via comments.
Share it:. Or you could Print or PDF it! Nice post, Avinash! It highlights the need to have clear business objectives and a logical framework of how the activity in the specific social media channel will roll up to something that matters to the business.
It seems like "economic value" as you define it understates the potential for social media, as it relies on campaign-tracked and referral traffic tied back to on-site conversions.
Rather, the conversation in social media influenced an in-store purchase or influenced a subsequent visit to the site that wasn't initiated by a social media clickthrough.
That makes it a real bugaboo to measure, I realize. If it doesn't, that doesn't mean the value isn't there — it just didn't show up easily in GA, Sitecatalyst, etc.
Economic Value is just one of the four things I recommend people measure. Wonderful people in the ecosystem such as yourself I know are working very very hard to tie all other bits of Social Media value into a quantified number.
And that work does not stop. So totally true, Avinash. All your posts are great…and this one rocks again.
I wish there was that one comprehensive measurement solution. It is simply a paradigm shift. Actually caring about customers like you would yourself and stop giving them shallow unpalatable — I'm being nice — content.
This is the paradigm shift. I for one thank you! This means I can truly differentiate my own business and I can take a deep sigh of relief because I don't want to give junk to my customers that I wouldn't want.
I can be customer-centric truly not just hyperbole! Wonderful article Avinash, as always. Among the four metrics, the most important thing would be economic value.
My real-life challenge on finding economic value is that most of the case eventually it will be based on certain assumptions and making reasonable assumptions is a key to the right economic value.
It's not easy but even trying it would be valuable since we can learn a lot during the process. Tim mentioned the value of non-trackable social media influence such as in-store conversion.
I agree that we should not neglect that portion of influence, but in real corporate life, at first, I'd better use something we can measure and quantify to persuade management.
If we do it correctly, we can justify the value of social media investment most of the case even not touching intangibles.
It seems like commenting, sharing, and liking are all manifestations of the same larger, underlying thing, no? Scott: The commonality between Conversion, Amplification and Applause, if there is any, is that they creating a set of permission based influence engagements with your 1st level, and through them the 2nd level, network.
Other than that I personally believe they measure different things and, more importantly, different outcomes. Thus provide different insights into how well you are doing.
If the underlying construct is something like 'how much the content resonates with me' or 'I feel an affinity for this content,' then 1, 2, and 3 are measuring essentially the same thing.
They differ regarding the actions we take as a result of that affinity — and thus perhaps a level of commitment to the content e.
I agree that the state of mind for the actions from the audience may be the same, but there are several differences in the magnitude and the expected follow-up response from these actions that should trigger different tactics on how the marketer should respond, which I believe is what really matters.
For example, I think one big difference that lies between Conversation Rate vs. Amplification Rate, is how much the marketer himself is involved after he published the initial post.
If you publish a really viral post, it may get shared many times, spread across several network levels, building strong brand awareness for you.
However, without your direct involvement in a conversation about the content, the awareness itself may not have enough content to turn into brand trust that may have been built with more direct engagement.
How that actually affects the final economic value of course, depends on each business or situation, but it sets up potentially different tactics on how marketers can take action.
However, what you call conversation see above we call engagement kind of pre-step to conversation. We then distinguish between author replies, reader replies, and so forth.
Urs: Engagement seems to mean nothing and everything so I'm personally biased in terms of how best to communicate what is being measured effectively.
I concur with you on the metrics you mention in your comment. My good friend Joost de valk had created plugin for WordPress that measures those metrics based on post I had written — talk about circular references!
Thanks for this information. I did not know Yoast had a plugin …. I agree that we need to stop pushing the one way communication marketers are used to with TV and radio.
It's time for a conversation! And I'm glad you've come up with solid ways to measure the results of social media marketing! As we've been quite disappointed by current analytics tools on this very specific subject, we've been working on our wisemetrics.
This way you can see if members are talking to each other stronger value or if they only talk to you. Once again, thanks Avinash.
It was bold and refreshing of you to be willing to deviate from your norm. That being said, and far be it for me to pick a fight with The Master, I'm not so sure I agree with the Applause metric.
My personal? That is, maybe even more dis-Liked something. While not mindless, it's pretty close, yes?
Therefore, in other words, it boils down to: The update made a number of impressions; some of those actually paused to read my update; some of those people might be pro-Like and bothered to click a link labeled Like; and it is always true that no one clicked the link labeled dis-Like.
I suppose it's better than nothing. We can have that discussion some other time : None the less I think it is very important the true context of that metric be understood.
Also, at the risk of repeating myself and at this point sounding like a broken record — if that metaphor is still valid : — my belief is link tagging a la Google URL Builder is a useful tool that is too often overlooked.
Tagging when paired with a URL shortener that provides analytics e. For example, in using the URL Builder format I treat each update as a unique "campaign".
That is, in a way, the link in each update is not really that different from a banner for which is URL Builder's original intent that drives traffic back into my site.
The URL shortener's analytics will let you watch the activity on those links too. And while I don't yet do so myself I'm beginning to warm up to the idea of also logging the actual message posted.
That is, trying to understand for example if a particular hash tag on Twitter seem to draw more clicks. As you noted, today's social media measurement tools might not be idea but much like anything in this wild world wide web west, it's a work in progress.
Getting involved sooner means figuring it out sooner. Getting involved later will only delay the development of the muscles necessary to do the necessary heavy lifting.
Mark: Think of it in layers. Each adds an additional amount of "pain" to the user to do, and hence provides more context and detail.
First layer of insights. And don't forget the impact what these simple button clicks then cause. Social Ads. Social Graph activities.
So much more. It is not just a button click any more. Thank you so much for your detailed comment, and dissent. I appreciate that more than you can imagine.
It's good to see practical measures that can be calculated through traditional web analytics systems and you've covered those clearly and persuasively.
I know these aren't available in traditional analytics tools, but with social media monitoring tools it's common to use these to report on:.
Conversation volume e. This is similar to your "conversation rate" except you reference a specific post — the keyword mentions can happen independent of this.
You asked how to measure this conversation rate — all of the main vendors would claim to do this — this was our compilation: smartinsights. Conversation share — volume compared to competitors for target keywords — I think this is the most important type of measure you are missing here — you could have an efficient lower funnel but the brand is not discussed so much relative to competitors.
Facebook Page Insights? Dave: Three of the four metrics I recommend can't be measured using Web Analytics tools. Mostly because I believe that social media is unique in that it allows businesses and brands to influence across the entire funnel highlight, persuade, acquire, retain.
Most great brands are doing that now. Hence I've gravitated towards conversation, amplification where specific context around "what" and "how" is present, and we can figure out "why".
The half serious joke I tell is that we are pretty soon going to reminisce about Mentions and Fans and Followers like we do about Hits how idiots track success — to use KD Paine's lingo!
I could not agree more with you on competitive analysis and gaining valuable context from that data. It is priceless.
Oh my word…hits. That cracked me up. It does boggle my mind how many people, even the media, still report hits as being a reliable metric.
Ahhhh but aren't "fans" just the equivalent of those who clicked "like" at least in Facebook terms? Heather: That is true, but some Likes on Facebook are in context of comments and other Likes are in context of a page and others still are in context of a brand.
In our analysis sadly we will have to ensure that we accommodate the context in which we want to report the data, and then choose accordingly.
I did want to just note one thing—regarding tracking of Twitter favorites—you can get an email notification for those, and then have the notifications sent to a specific folder.
It's a hacky way to get the number, but it will work if you want to track favorites. You've presented quite a lot of useful and interesting material here, but you've left out the celebrity factor.
Simply put, the most engaging tweet or post from an unknown will not elicit the number of responses that any reasonably coherent tweet or post from a prominent individual will inspire.
People enjoy the idea that they can interact with important people. Social media has a kind of intimacy that is not really intimate, allowing people to offer apparent personal access while keeping the audience at arm's length.
So, it may not be true that someone's media efforts "stink," but only the case that they have not managed to break into the rarified atmosphere of those people deemed by millions to be important enough to warrent a following.
Brenda: This might be an error on my part but I don't care about the celebrity factor. I deeply believe that any person or brand has an opportunity to create a hyper relevant network on social media and succeed with it.
Yes, the size of the network might be people or people vs 1 million. But if you do it well and you are able to create a social graph with the right people then what does it matter that Ashton has 15 trillion?
Ashton's numbers are probably more like , on either channel. But we are both solving different problems and, dare I say, we are both winners. Even if you have 20 people liking your Facebook existence, figure out how to solve for these metrics.
Thanks for your thoughtful reply. I was concerned that your metrics approach would be too discouraging for the little guy.
I'm the little guy, and my clients are mostly even littler guys. Admittedly, Ashton has more of a following, but to us, you are also one of those people who enjoy benefits from the celebrity factor.
However, your point that even small numbers can work is encouraging. Avinash — Great metrics and blog post as always.
I get conversation, applause, amplification and economic impact for actions that occur in session. But what about long sales cycles and repeat visitors.
You can circulate during this time. Listen in to some conversations; encourage groups to be specific in their feedback.
SWD: Be sure that all SWDs are able to engage in this activity productively. If they need extra time, allow them to work a little longer.
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