Measuring what matters doesn’t mean measuring the data that’s harder to find, it means measuring what you actually want to achieve, not what you think will affect it. So, while social metrics may be important KPIs, they should never form part of what you’re looking to achieve. Defining a clear business objective and figuring out how you will measure it plays an integral role in any strategy. And understanding the effectiveness of any channel in the long-term will ultimately lead to more long-term thinking and stronger business results further down the line.
By now, you’re likely already convinced that social media is an important part of your business or brand’s marketing strategy, otherwise you wouldn’t be reading this. What you may be less confident about is exactly what role all this posting on Facebook & Twitter plays in your greater marketing plan and, more importantly, how you can track it in a meaningful way that will lead to growth and ROI.
“Vanity Metrics” is a term that’s ruling (and rocking) the influencer marketing space right now. The term refers to any form of followers or engagement that have been purchased to boost one’s perceived clout or influence. In other words, you can literally buy your way to social media stardom with the click of a ‘BUY NOW’ button.
Over the past 6 years that we’ve been managing social networks for business, I’ve often heard this question. “Why do we need to be on social media, and what does it really do for my business & brand?” To be real with you, I don’t think that there is an easy answer to this question! Being that social has so many benefits and outcomes, it’s really hard to pinpoint this answer with a quick elevator pitch.
You are a small business owner who has been trying to optimize your website for a while now. You want to know whether you’re making progress. Rather than just trust your gut, are there any third-party tools you can use to measure your website's power and influence?
Most organizations still do not have a data strategy. They may collect data, but they are still struggling with knowing exactly what, where and when to measure. That’s why many of us cling to very simple measurements of success like pageviews and likes. “It’s time to kill the pageview as a measure of success,” said Liz White, Head of Strategy and Business Development at Poshly during a session at SXSWi 2015. She is one of a growing chorus of voices advocating new measures of the effectiveness of content, putting less emphasis on the number of people who see content and more emphasis on how people engage with content.
This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of: Stop Drowning in Digital Data: Social Listening for Campaign Measurement. This webinar was sponsored by Brandwatch and featured panelists from Brandwatch, Sony Electronics, and Visa. We discussed why, and most importantly what, you should measure for your campaigns.
We’ve all got a boss – whether that’s an actual boss in your company, or a client that pays the bills. The problem with many, is that they love a vanity metric. A metric that boosts their ego, that makes them think they’re doing a great job, but that really doesn’t tell them anything about what’s really going on.
It’s the end of the month, and the end of the quarter and for B2B marketers everywhere it means one thing… analyzing the heck out of your online marketing activity from the past 3 months, measuring its lead generation success and proving the ROI value to the rest of the business.
Part of learning how to start a blog is also finding out why you need to blog. Because the success of a blog depends on the main goal assigned to each. Some would attribute their success to the number of email subscribers they have captured over a period of time. Others would look into how their blogs have built a vibrant community, which they could later convert into brand advocates or customers.