The wealth of information available to social media marketing practitioners is staggering. Companies typically track “likes” and retweets, but they can also track things they rarely focus on: the qualified leads coming from social, a company’s share of a conversation, and even the amount of revenue generated from an individual social marketing initiative. While this […]
Call it the Analytics Effect: People get so hooked on cheap-and-abundant data from sources like Google Analytics that they ignore useful data from other sources. Interesting as a concept, but does it really exist? This question occurred to me after reading Jay Baer’s post revealing that social media sites have an an e-commerce conversion rate […]
The communications landscape has forever changed with the explosion of social and digital media. That explosion has meant that few communications plans are being developed without this sort of media factored into the program. We will save any editorial commentary on whether that change is good, and instead focus on the fact that these technologies […]
In some circles, social media marketers still get a bum wrap for not being able to prove how their work impacts the bottom line. Despite an abundance of overwhelming evidence to the contrary, many business leaders still view social media as a “nice to have” but not a necessity. “We see our competitors employing social […]
Managing a Facebook page is a major part of many companies’ marketing and communication programs, but the data we use to measure the effectiveness of those efforts is sorely lacking. Facebook consistently changes what’s measured and how, adding complexity and incongruence to an already squirrely data scenario. For example, People Talking About This is the […]
There’s been lots of gnashing of teeth and wringing of hands and pounding of keyboards about Facebook’s Edgrerank lately. “How dare they!” pontificate the social pure bloods. “We put forth the effort to get fans to ‘like’ our page, and now we have to PAY Facebook to reach them? It’s an outrage!” It’s not. Facebook […]
I like Michael J. Fox. I’m of the vintage that grew up with Alex P. Keaton, Teen Wolf, and Marty McFly. Further, I lost my grandfather to Parkinson’s a few years ago, and Fox’s efforts to raise funds to combat the disease are remarkable. So it was a thrill to see Fox give a keynote […]
Use Google Analytics reports and tools to demonstrate the value of your social media marketing practice.
Last week, Susan Etlinger from Altimeter Group published the Social Media ROI Cookbook. It contains significant quantities of solid thinking, and provides a useful framework of six primary ways to measure social media effectiveness. (click here to view and download the Social Media ROI Cookbook on Slideshare) There’s no question that the social media ROI […]
Injecting a real face and personality into your personal Twitter account is intrinsic, and most people don’t give it a second thought. We share what’s happening in our lives, photos from great vacations, things that annoy us, and other content that compels us. But when it comes to imbuing corporate Twitter accounts with a similar measure […]
Don’t get me wrong – I’ve been known to spend a few too many minutes trolling Twitter and Facebook on personal time. You have, too. But when it comes to business, I’m not playing around. I’m not on social media to kill time; I’m there to build a business and find my customers. And the ability to make data-based decisions and assign ROI to social actions is what enables me to do that.
Do you sell advertising on your website? No? Then why are you so excited about your website traffic? The most overrated social media metric is traffic from social outposts. This blog post is symptomatic of this problem, although there have been hundreds (thousands?) like it. Here’s the highlight: With only 1% of Facebook’s user count, […]