Embed Size (px)
DESCRIPTION
Citation preview
SHARETHIS
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
SUPPORTED BY
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
Measuring The Value Of Social Media
Andrew Bruce Smith@andismit #ciprsm
Is social media important to PR?
September 2012 http://bit.ly/SltQcX
What’s the problem?
September 2012 http://bit.ly/SltQcX
Biggest myth about social media?
Social is not measurable
Other issues
• Wonky metrics– Relying too heavily on “gameable” outputs eg
followers and Likes– Problems with Fakes
Is Google Analytics an answer?
Why GA?
Ubiquity
86pc of UK businesses use GA (E-Consultancy survey 2011)
It’s free!
A way to prove the direct and indirect value of PR and social media
Key WIN areas: goals and attribution analysis
Social media’s marriage problem.
Or how attribution analysis can show the value of social media. Or PR.
Google Analytics provides a way of seeing the direct and indirect contribution made by any channel against a specific goal
Old vs new
Old: our PR and social media activity created x number of OTS (opportunities to see)
New: our social media (or PR) activity directly and indirectly contributed £x value in relation to defined business and organisational goals
SHARETHIS
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
SUPPORTED BY
