Comments on: Raising The Bar On Social Media Metrics

By: David Breshears

David Breshears — Tue, 27 Oct 2009 13:55:39 +0000

Another excellent post, Tom. For all the hype surrounding social media, far too little attention is spent on the consideration of engagement metrics. As with any marketing and communication research, the real trick is figuring out what to look for and what questions to ask. In terms of social media, I think the attempt to link the message directly to the sale is a misguided and ill-informed approach. You’re right, of course, that all kinds of traditional marketing tools are being measured, but how many of these measurements demonstrate such a direct linkage? Figuring out where and how social media impacts the continuum seems to be the real issue. The folks at Bazaarvoice have done a great job of measuring the impact of social product reviews on purchasing behavior, and their work goes a long way toward establishing a quantifiable ROI for a particular type of social media engagement. Social media advocates needn’t prove that traditional marketing and communication channels are equally opaque or inferior; instead, they should focus their energy on discovering the relationships between the two not-so-discordant approaches. The analytical tools applied to traditional channels are an instructive starting point for understanding the impact of social media engagement. If we spent less time trying to pitch this technology in either/or terms and more time explaining its relative value, our job would be a whole lot easier.

By: Angela Connor

Angela Connor — Mon, 26 Oct 2009 18:06:50 +0000

Metrics span many areas and should ultimately be aligned with specific goals, which many organizations don’t yet have when it comes to their social media strategies. That was something we discussed at the social media business forum as well. As a community manager, I know that the ROI can often be intangible but highly valuable. I agree with what you’re saying about the importance of innovation. Delve into your goals and determine what metrics (mainstream or otherwise) provide insight into your success in that area. I’m writing an article for ECo=Ontent magazine about measuring community effectiveness and I could certainly use a quote or two from you. Expect an email.
Angela Connor | @communitygirl

By: Chris Miller

Chris Miller — Mon, 26 Oct 2009 16:08:32 +0000

ROI was asked many times in our session and even getting the correct metrics is a task that most enterprises do not understand. You cannot begin to calculate the ROI until you know what you want to count. I am glad you enjoyed the sessions!

By: Wayne Sutton

Wayne Sutton — Mon, 26 Oct 2009 15:46:31 +0000

Tom, thanks for the post and attending SMBF. You bring up interesting points in regards of Social Media and the always “controversial” RIO discussion. I’m trying to think back what did I say in the session. Regardless you’re right “The answer is never to say “the other guys are just as bad.” The correct answer is always to innovate.
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Keep in touch.

Wayne