Is Common Sense The Only Real Way to Analyze Social Media?
If there's something that defines the Online world is the possibility to measure and track everything. We are all very used to words like clicks, impressions, ctr, cpa... However, when it comes to social, what do you use? And more importantly, how do you analyse it? We can definitely obtain clicks, impressions and other stats, but are those really valuable to determine if your Social efforts are profitable enough?
Oh wait… stop! I forgot one important thing: should we be talking about ROI when dealing with Social Media? A CEO will definitely say yes! A Social Media expert will probably say... we are not pursuing ROI goals here, we want to engage with our clients in another way...
Well, Social media is not rocket science. It’s not black or white.
With Social as with any other media, there are 3 important questions:
What are you trying to achieve with your social campaigns?
What do you need in order to achieve those goals?
How are you going to measure those campaigns?
And the last 2 questions can be very difficult... Is it enough with creating a Facebook Page? Should I have Twitter? What about FourSquare? +1? A blog?
How do I integrate them all?
Let's add another question: what are the KPIs?
It’s funny. If you search for information about this, you find a wide variety of metrics you can look at but who is going to tell me if I’m doing right or wrong?
Social is not about brand awareness is about brand engagement. What is a good level of engagement? Is having 3 retweets an amazing performance or is it poor? Where are the benchmarks for social media? Well... there aren’t, my friend. The only benchmark is your common sense.
Continued on the next page
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