“If you can’t measure it, you can’t manage it,” said Peter Drucker. Social media measurement tools are one of the fast-growing areas of analytics and venture funding. But, did you know, among businesses that purchase them, only 34% are “happy;” 60% say they are merely “okay” and 6% are so frustrated they are ready to switch (source: KISSmetrics)? Maybe it’s not knowing all the measurements, it’s managing the ones that matter. [Read more...]
by Janine Y. Swenson
According to a recent study published on Advertising Age digital, everything someone does or doesn’t do while Social Networking online says something about him or her, not from what they are communicating, but rather through which platform they choose to do it. There are so many ways to network; I was curious how the method used could define someone? Let’s face it; social networking is life! People have been networking socially with each other long before some visually artistic cave woman, with limited spatial depth perception; chose to carve the first pictorial of fire on a cave wall telling her mate to turn up the heat–”its cold in here!”
I spoke a couple of weeks ago at Converseon’s round table for Social Media Measurement. I’ve been on vacation so it’s taken a bit of time for me to link to this video, but a few people asked about it, so here goes. (Thanks to my colleagues at Converseon for the hard work of shooting, editing, and posting the content on YouTube.) My presentation is in two parts, with the first part focusing on reputation measurement—showing the kind of tool that average business people need to monitor the ongoing conversations about their brands and their industries. Part 2 focuses more on the organizational issues in social media, as marketers, market researchers, and public relations professionals each focus on a different aspect of social media, rarely involving their fellow specialists in what they do. We “experts” must take the responsibility of providing the needed tools and helping different professional disciplines work together if we expect social media to become a measurable part of the marketing strategy for the average company.