Social Media Marketing Analytics - Strategic Connections, Part Five Of An Exclusive 7-Part Series

Michael Midure
Michael Midure Founder, President, ProveYourself.com®

Posted on November 1st 2011

Social Media Marketing and the measurement thereof is always a hot topic. In part four of this exclusive 7-part series we'll be discussing Strategic Development.

Hello, everyone and welcome to part 5 – Strategic Connections – of the exclusive 7-part series on Social Media Marketing Analytics.

I last left off at Strategic Development. For those who have not read part 4, I suggest you take a few minutes to do so. If you are short on time, below is a brief recap:

Part 4 Recap  

In part 4 I covered:

  • Using the insights gathered after your Competitive Analysis
  • Simplicity and incremental implementation being key


Now on to part 5:

Strategic Connections

Insights tools such as Alteiran SM2 allow you to uncover what I like to call “power users/sources” because it ranks an individual or entities “popularity/influence”.

SM2 uses a 10 point scale, 1 being not at all influential/popular and 10 being extremely influential/popular.

A power user/source can be:

  • Joe Shmo from down the street who just happens to have an avid base of Twitter followers
  • A celebrity like Aston Kutcher
  • A well known and respected individual such as a CEO
  • Or a highly visible blog


Now you may be thinking okay, popularity/influence. What factors or variables determine this?

The answer is, a lot and depends on the type of social medium/vehicle.

For example:

Twitter:

  • Followera
  • Retweets
  • Unique Retweets
  • Mentions
  • Etc


A blog:

  • Unique visits
  • SEO rank
  • Viral Functionality (i.e. social plug-ins)
  • User interaction (comments, shares etc)
  • Etc


Why is this important?

It gives you a great understanding of how viable the user/source is in terms of making a connection.

What are the benefits?A power user/source can be:

  • Joe Shmo from down the street who just happens to have an avid base of Twitter followers
  • A celebrity like Aston Kutcher
  • A well known and respected individual such as a CEO
  • Or a highly visible blog


Now you may be thinking okay, popularity/influence. What factors or variables determine this?

The answer is, a lot and depends on the type of social medium/vehicle.

For example:

Twitter:

  • Followera
  • Retweets
  • Unique Retweets
  • Mentions
  • Etc


A blog:

  • Unique visits
  • SEO rank
  • Viral Functionality (i.e. social plug-ins)
  • User interaction (comments, shares etc)
  • Etc


Why is this important?

It gives you a great understanding of how viable the user/source is in terms of making a connection.

What are the benefits?

Marketing effectiveness by taking advantage of the user/source’s avid network of followers/supporters.

I am going to end Part-5 by saying making the connection compared to finding the connection is the real challenge.

Using this point as a segue to a supplemental post “Rules of Engagement”, which will be coming in a few days and as a transition to Part 6 “Crisis Management”, I will discuss the proper way to facilitate an initial interaction as well as how to manage and alleviate an emergency situation.

And stay tuned for Part 6 - Rules of Engagement - coming next Thursday!

If anyone has questions, comments or concerns or would like to discuss this in further detail - because rest assured this is only scratching the surface, please feel free to post them here, our Facebook page or via Twitter.

Stay tuned for Part 6 - Rules of Engagement coming next Thursday! 

And if you're just "tuning in" and want to catch up, here's links to the previous posts relating to this exclusive series on Social Media Marketing Analytics:

Social Media Marketing Analytics - First Of An Exclusive 7-Part Series

Social Media Marketing Analytics - Brand Monitoring, Part Two Of An Exclusive 7-Part Series

Social Media Marketing Analytics - Competitive Research, Part Three Of An Exclusive 7-Part Series

Social Media Marketing Analytics - Strategic Development, Part Four Of An Exclusive 7-Part Series

Image Source: Google Images

Michael Midure

Michael Midure

Founder, President, ProveYourself.com®

Hello and thanks for visiting! My name is Michael Midure.

I'm a Digital Strategist by nature. I started my career at The Star Group before

I founded ProveYourself.com®
 

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