How to measure social media with meaning

How To Find and Implement Meaningful Social Media Metrics For Your Organization

@alisonjherzog

the vanity metric madness

Seriously, Though, Stop it

!

“But I grew my following by 18%-76%-1600% last year!

I’m amazing! I’m a hero!”

–Alison J. Herzog

“So What?”

Pet peeves: It’s time to go there

!

1. Using social media to heavily promote (read: push) product on people. Guys, it’s called “social” media for a reason.

2. Quoting data without context

3. Quoting data with no ability to answer how it ties to your business initiatives

–Galileo Galilei

“Measure what is measurable, and make measurable what is not so.”

What does that mean?

What does an 18% increase in Facebook followers mean to your business? !Why do you care?

What is your business about?

!

What do you want out of social media?

What does your audience want of social media?

Use data to understand expectation and to evaluate what content is successful to your business initiatives.

–Voltaire

“Common sense is not so common.”

Real World Application

A test of one brand’s social content revealed that the audience consistently engaged highly with content that contained one of the following elements:

1. Pragmatic Information

2. Authentic User Generated Content

3. Universal Truths

4. Positive Emotion

!

What didn’t work?

1. Overt ad copy in organic social.

Map out your Customer Lifecycle

Where and how does social fit?

Hint

It’s not typically in the purchase stage. Social is not known as a last touch activity.

A Wise Man Taught Me

(And I’d be grateful if you’d choose a side. Don’t straddle the fence.)

Have you considered?

• How different audiences react to content?

• Who your audience is? Or should be?

• What user behavior is once a user has transitioned to your website?

• If your content is resulting in social engagement but no further action? or

• If your content is driving action but no engagement?

What steps should you take?

• Set your expectations realistically!

• Educate your internal audience

• Ask questions (internally & externally)

• Research

• Listen

• Appreciate your audience by demonstrating that you listen and care. Be human!

Mashable gets it. And you’re welcome. @alisonjherzog