Archive for measurement SmartBlogs
A challenge for social media marketers and communications professionals is coming to an agreement on transparent ways of measuring social media’s effects. That’s what led Kate Niederhoffer, founder of Knowable Research, to set up the panel “Measuring Social: The Inchworm & the Nightingale” at the South by Southwest Interactive Festival.
Inspired by a plot twist in a children’s story from the 1970s (where an inchworm escapes from a nightingale by offering to measure the bird’s song — from a distance), Niederhoffer brought together two knowledgeable figures from the worlds of social psychology and social media.[…] Continue Reading »
SmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.
This week, we asked: Do you believe that “soft” metrics such as “likes,” comments and follower counts are effective measures of social media performance, and do you personally rely on them? The results:
- No, but I still rely on soft metrics to measure performance: 30%
- No, and I don’t rely on soft metrics to measure performance: 26.88%
- Yes, but I don’t rely on soft metrics to measure performance: 25%
- Yes, and I rely on soft metrics to measure performance: 18.13%
There’s a long-standing debate in social media circles about the usefulness of so-called soft metrics — likes, comments and shares — basically, the stuff that’s really easy to measure.[…] Continue Reading »
In 2006, Kira Wampler became Intuit’s first word-of-mouth marketing manager. While at Intuit, Wampler, who’s now at Lytro, performed duties including launching branded social media channels, running integrated marketing campaigns and leading the company’s online customer community.
And throughout it all, Wampler faced a question that many marketers face: How do you measure this stuff?[…] Continue Reading »
For many businesses, social media requires going back to marketing basics. Based on Social Media Examiner’s 2012 Social Media Marketing Industry Report, “How Marketers Are Using Social Media to Grow Their Businesses,” 94% of respondents use social media in their marketing mix. Social media has become a “must have” in every marketer’s toolbox.
Despite this, there’s a disconnect between marketers’ use of social media and their ability to measure it, according to Social Media Examiner’s report.[…] Continue Reading »
Vicky Smithee is a public relations practitioner at Dallas-based C. Pharr and Co., a boutique agency specializing in public relations, marketing and social media. Follow her on Twitter at @VSmithee.
Social media strategists and community managers might be making their jobs harder for themselves when it comes to finding return on investment for their social media efforts, according to Nichole Kelly, CEO of Full Frontal ROI Consulting.[…] Continue Reading »
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