Social Media Marketing GSP: A Tweet-book

Social Media Marketing GPS - Chapter 10 Metrics That Make Sense Interview with Peter Kim

RT @katenieder, from @tobydiva: "To determine success marketing strategies must be “accountable.” How do you measure success in SMM?" #smgps

Marketers first need to own up to their weaknesses in left-brain thinking, which is usually outcast to the department's fringe. 10 #smgps\

And secondly, own up to the fractured relationships with departments that support measurement: IT and finance. 11 #smgps

Success requires a coordinated approach, starting with a holistic strategy and supported by each department's strengths. 12 #smgps

The entire business needs to embrace measurement and results - not trusting blindly in the merits of social media on faith alone. 13 #smgps

In a social business, measurement is THE backbone of success. 14 #smgps [fin]

More From Peter Kim @peterkim Being Peter Kim

Social Media Marketing GPS - Chapter 10 Metrics That Make Sense Interview with Kate Niederhoffer

To clarify, I’m about to answer some questions with @peterkim for @TobyDiva’s Twitter chapter on measuring success in SMM #smgps

Here's the question: @TobyDiva "To determine success marketing strategies must be “accountable.” How do you measure success in SMM?" #smgps

I would start by putting the emphasis on measure rather than success 1 #smgps

With good analysis, the course can change on the path to what you preconceived as “success” 2

Measuring, taking different perspectives on data you create with conversations and connections in SM, yields unexpected value 3 #smgps

People confuse value and return. Metrics that tap into the depth of social interactions are not ROI per se 4 #smgps

well-worn paths in social science let us move beyond the “black box,” from a campaign to a community to social business. 7 #smgps

We can measure the connections, conversation, and meta-communication 8 #smgps

We just need to shift our thinking to be open to more social constructs and value beyond the intended bottom line 9 #smgps

More From Kate Niederhoffer @katenieder  Social Abacus

Social Media Marketing GPS - Chapter 10 Metrics That Make Sense

SOCIAL MEDIA MARKETING GPS CHAPTER 10 METRICS THAT MAKE SENSE First get your facts; then you can distort them at your leisure Twain 1 #smgps

Chapter 10, of the all-tweet SM book, explores what is frequently the challenge in accepting SMM as credible .. how/what to measure.2 #smgps

Give SM its due respect. Hold it to standards of accountability as you would any marketing strategy PR, research, advertising, etc.3 #smgps

Begin SM strategy development with specific goals and objectives. These indicators of success should support your biz objectives. 4 #smgps

SM provides traditional online/website analytics e.g., unique visitors, geo location, time spent, key word referral, SEO ranking. 5 #smgps

SM’s new metrics based on influence & engagement: reach, respect of content creator, extent of conversations. You define meaning. 6 #smgps

What are “influencers?” Are they 5000 Followers who will never buy your product or 50 RSS subscribers who care about your brand? 7 #smgps

Social media metrics are new value propositions; altho they can be measured they hold only the value that you associate with them. 8 #smgps

You define value of SM metrics. What is Value of Longevity? What is the YT value to Susan Boyle’s career? http://twurl.nl/ez8ubo 9 #smgps

What is value of the Community the “Influencer” brings through links & extended commentary? Ask Motrin. http://twurl.nl/mejbdn 10 #smgps

Example: Goal to reinforce CEO’s leadership position in the industry and with customers. Tactic: Twitter Town Hall Meeting 11 #smgps

Example: Metrics: retweets/‘influence- followers’, questions, answers, continuation of convo, pick up by blogs/MSM, goodwiill 12 #smgps

While the goals and metrics in the example are “coulda bes” Ford’s CEO held a Twitter Town Hall Meeting - http://twurl.nl/xpufso13 #smgps

Question: To determine success marketing strategies must be “accountable.” How do you measure success in SMM? 14 #smgps

Interviews with: Peter Kim @peterkim & Kate Niederhoffer @katenieder will be tweeted today. 15 #smgps