Social Media Measurement
7
Steps to Measurable Social Media Success
How to get started in social media --
and how to know if it's working for you.
This article
is a summary of one of Katie Delahaye Paine's most popular presentations.
If you'd rather just watch the PowerPoint slide show, here it is:
Step
#1: Conquer your fears
•
Typical fear: "I'm afraid of what I'll hear!"
--How
to conquer it: Remember that, if you're
deaf to the conversation, your enemies will still hear it.
There is a lot of talking going on out there, you might
as well listen
in.
•
Typical fear:"The lawyers
won't let me!"
--How
to conquer it: It's
better to beg forgiveness than ask permission. Try it,
prove that it works, and you'll trump the lawyers every time.
•
Typical fear: "I'm afraid
of losing control!"
--How to conquer it: Remember that you
never had control, anyway. You just sometimes thought you
did.
•
Typical fear: "I
don't have anything to say!"
--How to conquer it: Don't
talk, listen. And learn.
Step
#2: Set
clear measurable objectives
Goals
drive metrics, and metrics drive results. So figure out what problem(s)
you need to solve, and those goals will determine your metrics:
If your
goal is improving reputation or relationships with your audiences,
then measure:
- relationship
scores
- recommendations
- positioning
- engagement
If your
goal is sales, then measure:
- engagement
index
- cost
per customer acquisition
- web analytics
- sales
leads
- marketing
mix modeling
Remember: You
can't manage what you can't measure, so set measurable goals.
And if, for some reason, social media is not going to add value to
your program, just don't do it.
Step
#3: Investigate your stakeholders: Who, What, Where?
Should
you blog, or Twitter, or go on Facebook, or what? Before you can
decide, you must find out about your customers or audience by asking
them.
- What's
important to them?
- Where
do they go for information?
- What do
you want them to know?
Step
#4: Start listening
Search
for relevant topics; what are people talking about that is important
to you? Monitor those topics with:
Step
#5: Take
the plunge
Learn
about social media by
using it yourself:
- Join Facebook and
find family and friends.
- Join Twitter and
start following people important to you or your organization.
- Join Linked-In and find a job.
- Join Flickr and
share photos and images.
- Join YouTube and podcast.
- Use Ping.fm,
a simple and free service for updating social networks.
Step
#6: Obey
the rules
Do:
- Be interesting
- Share
things that excite you
- Ask advice
- Join the
conversation
- Comment
on blogs
- Reply
to Twitter
Don't:
- Talk about
boring stuff
- Scream
about your product
- Be
a narcissist
- TWI
(Twitter While Intoxicated)
Step
#7: Measure success
These
measurement tools are powerful, but most any marketing person can
use them (no IT staff required).
Finally,
learn
more by reading lots of blogs, especially those by these social media
experts:
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