{"id":3884,"date":"2012-03-26T22:11:07","date_gmt":"2012-03-26T22:11:07","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=3884"},"modified":"2012-03-26T22:11:53","modified_gmt":"2012-03-26T22:11:53","slug":"measuring-social-engagement-my-two-cents","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2012\/03\/measuring-social-engagement-my-two-cents\/","title":{"rendered":"Measuring Social Engagement… my two cents"},"content":{"rendered":"

\"\"I believe many are looking at this in too narrow a fashion. Everyone is trying to assign a dollar value to a Facebook fan or Twitter follower instead of addressing the fact that engagement and interaction that takes place in these mediums and are incredibly important to a brand. They build relationships, create an emotional connection and therefore lead to Return on Relationship\u2122\u2026 simply put the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $\u2019s and cents. ROR is the value (both perceived and real) that will accrue over time through connection, loyalty, recommendations and sharing.<\/p>\n

The mistakes I see being made is trying to measure Social engagement with the same tools we measure every other digital touch point. In my view email, search, even banner ads, have spoiled marketers into thinking everything can be and must be measured with the same metrics used to gauge success in other mediums. Initially as you are building your Social Media audiences, and testing, I have three stages with which I measure\u2026 #1 is Audience growth, #2 is Reactivity\u2026 getting them to take an action, and #3 Stickiness\u2026 keeping them coming back, engaged and interacting.
\nIn addition setting expectations is important for the future are critical. Setting goals for number of follows\/fans and how you interact and engage with them and them with you, can be very useful. Growth of your audience is very important as clearly outlined in the study by research firm Chadwick Martin Bailey\u2026 Consumers Engaged Via Social Media Are More Likely To Buy, Recommend, and their follow-up report… 10 Quick Facts You Should Know About Consumer Behavior on Twitter. <\/p>\n

Five reasons corporations are not using Social Media effectively\u2026 <\/p>\n

1.\tThey don\u2019t talk about anything broader than their own products.
\n2.\tThey listen to customers but don\u2019t take any action (which means they aren\u2019t really hearing).
\n3.\tCompanies can\u2019t expect to have a strong social media presence when social sites are blocked internally to employees.
\n4.\tThere is a fear that exists about jumping in, but while there have certainly been some hiccups and miscues along the way, social media has yet to be the undoing of any company.
\n5.\tWhen employees are more concerned with what\u2019s in or out of their job description than doing the right thing to help the customer, that\u2019s not a culture that\u2019s likely to build trust and advocacy for a brand and there is no way social media efforts can be effective.<\/p>\n

Many people are finally realizing that social media is serious business. Not \u201cserious\u201d as in stuffy, fun-resistant, and devoid of personality, but \u201cserious\u201d as in something that is of great value to our companies and needs to be treated as such.<\/p>\n

So of course, Metrics are incredibly important\u2026 what are the numbers we\u2019re aiming for? What will tell us if it (the implementation and use of the tool \/ process) was a success? How will we get that information and make sense of it in a way that can inform our business strategy? These same questions \u2013 plus a few new ones \u2014 need to be asked as we begin taking social media integration seriously in our businesses and marketing strategies.
\nDefining metrics around social media advertising and marketing campaigns has been challenging enough that for a while many people said it simply could not be done. Now, however, we are learning that social media measurement (re: use and impact) IS possible \u2013 just not always using traditional metrics and methodologies.<\/p>\n

One of the most important new ways to establish social media metrics is to set \u201cconditions of satisfaction.” In other words, what are the specific outcomes that will bring satisfaction to you, your brand, your business, and your customers? Notice how the word \u201csatisfaction\u201d here requires you to think not just about actions, but about the whole experience resulting from the outcomes. This is absolutely critical for successful social branding!
\nIt is crucially important to set conditions of satisfaction in this emerging world of social media where standard metrics may or may not apply. Social media marketing campaigns need to be built on relationships, and metrics include words like \u201ctrust\u201d and \u201cengage\u201d and \u201cauthentic conversation\u201d and \u201conline reputation\u201d \u2013 all things that are at the heart of what a brand\/company wants and needs \u2026 and all things that can be defined by setting up conditions of satisfaction.<\/p>\n

Conditions of satisfaction around social media need to be different for every organization. They need to be based on the each company\u2019s specific and unique GOALS and VISION and VALUES to ensure that the information gathered can strategically inform the marketers and the C-level Suite. Aligning your conditions of satisfaction with the heart of the company gives you the blueprint for plans that will go far in creating a genuine brand, and brand experience that connects with your customers.<\/p>\n

Bottom line: Metrics matter and social media for business gets no exception. <\/strong><\/p>\n

Ted Rubin<\/p>\n","protected":false},"excerpt":{"rendered":"

I believe many are looking at this in too narrow a fashion. Everyone is trying to assign a dollar value to a Facebook fan or Twitter follower instead of addressing the fact that engagement and interaction that takes place in these mediums and are incredibly important to a brand. They build relationships, create an emotional … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[1458,1610,1612,32,119,1611,566,443,3],"class_list":["post-3884","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-tedrubin-2","tag-chadwick","tag-conditions-of-satisfaction","tag-marketing","tag-metrics","tag-social-engagement","tag-social-marketing","tag-social-media-measurement","tag-ted-rubin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3884","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=3884"}],"version-history":[{"count":2,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3884\/revisions"}],"predecessor-version":[{"id":3886,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3884\/revisions\/3886"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=3884"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=3884"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=3884"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}