{"id":4431,"date":"2012-10-10T03:04:50","date_gmt":"2012-10-10T03:04:50","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=4431"},"modified":"2012-10-10T03:04:50","modified_gmt":"2012-10-10T03:04:50","slug":"defining-social-metrics","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2012\/10\/defining-social-metrics\/","title":{"rendered":"Defining Social Metrics"},"content":{"rendered":"

\"\"<\/a>I talk often about\u00a0ROR, Return on Relationship\u2122(hashtag #RonR)<\/a>\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 loyalty, recommendations and sharing. But don\u2019t let that lead you to believe that I do not think metrics are incredibly important. 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?<\/p>\n

Defining 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,\u00a0we 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 ways to establish social media metrics is to set\u00a0\u201cconditions of satisfaction.\u201d\u00a0In 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!<\/p>\n

<\/p>\n

It is crucially important to set conditions of satisfaction in this emerging world of social media where standard metrics may or may not apply.\u00a0Social 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.\u00a0They need to be based on the each company\u2019s specific and unique\u00a0GOALS and VISION and VALUES\u00a0to 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

BUT NEVER FORGET\u2026 \u00a0Analytics shouldn\u2019t replace judgment!\u00a0<\/strong>Let judgement, learning, and inspiration be your guides, not simply the numbers.<\/p>\n

Originally posted at TedRubin.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

I talk often about\u00a0ROR, Return on Relationship\u2122(hashtag #RonR)\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 loyalty, recommendations and sharing. But don\u2019t let that lead you … Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[1458,1748,1184,1612,1413,1749,480,479,1692,3],"class_list":["post-4431","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-tedrubin-2","tag-analytics","tag-collective-bias","tag-conditions-of-satisfaction","tag-featured","tag-judgement","tag-return-on-relationship","tag-ror","tag-shopper-media","tag-ted-rubin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4431","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\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=4431"}],"version-history":[{"count":2,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4431\/revisions"}],"predecessor-version":[{"id":4434,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4431\/revisions\/4434"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=4431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=4431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=4431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}