One of the most difficult elements of developing a social media marketing plan is defining success and the metrics which will represent that success. Here's how to start setting your social media KPIs and how we do it at Harvard Medical School.
If you promised yourself that 2016 was going to be the year that you doubled-down on content marketing for brand growth, it's imperative that you've also established a clear understanding of your metrics for success.
We all understand intuitively what "kicking butt" represents for our particular brand or organization. But thanks to PR measurement expert Katie Delahaye Paine, we have a tool called the Kick-Butt Index (KBI) that allows us to measure PR in a way that's relevant for clients. Here’s why I believe the KBI is a good way to approach the evaluation and reporting of PR campaigns.
At this point, no single customer engagement channel can deliver marketers a complete picture of consumer behavior. Google knows what you’re interested in, but not what you’ve done. Facebook knows who your friends are, but not what you buy. Pinterest knows what you share, but not how you act on it...
Google analytics, awe.sm, Sysomos, Radian, TrackUR, Techigry, FlowTown or Brandschat - we all know that they help you to track leads, conversations and real numbers, but they also offer an opportunity to gather human information. Then, what areas should we paying attention to so we can measure human metrics?
With Pinterest's growth continuing at break neck speed new measurement tools are being released to help brands better understand the results of their usage. Two tools worth noting are PinPuff and PinClout that give Klout like figures on how 'pinfluential' you are.
Deciding how to measure your social media efforts can be a frustrating undertaking. Number of likes? Number of followers? Level of engagement? Which measures are right for you? Believe it or not, these measures are virtually meaningless. In fact, all measures are meaningless—unless they are tied to...
Social Media Influence Scoring (like PROskore or Klout) is here to stay – get used to it. It’s not useful to judge it as good or bad. It’s useful and it’s profitable. Just like Fair Isaac’s FICO scores. Love ‘em or hate ‘em, they’re here to stay. That doesn't mean that Klout is here to stay, though.
Despite the increasing availability of tools to help them link their campaigns to the bottom line, the majority of marketing executives are dissatisfied with their companies’ ability to measure marketing and social media ROI. News flash: It’s not that you have bad metrics. It’s that your marketing sucks.