10 Really Tangible Ways To Measure Social Media Success
Tangibly Measuring Social Media Success
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Do you have Campaigns and strategies?
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Getting heard?
At this point, response means any response at all. Some traffic followers or comments should be coming in. The quality of the response doesn’t matter at this point, you are just checking to see that the ‘broadcast equipment’ is working.
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Getting response?
Once the ‘broadcast equipment’ is up and people can hear you, it’s time to draw them in. This is where feedback matters, if people are just stopping by and not commenting. Your media isn’t being very social and you won’t be able to obtain as many viral references as you’d like.
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Getting useful response?
Getting ‘thanks’ and ‘very informative’ feels good and will confirm that your efforts are on the right track, but it’s better to get comments that add to the conversation and help point out in which direction(s) you should be heading next. Ask for comments, ask questions and encourage further discussion.
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Is there is growth trend in followers/readers?
You should be gaining more interest in your niche via effective targeting, i f not your are shooting in the wrong direction and need to adjust. Coupled with this is that the followers must be the ones you want, not random individuals
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Is the scope of your followership spreading?
There is no reason what you are talking about isn’t compelling to other groups. You may have to present it differently in a different context, but there are thousands of other people in interest groups that parallel yours. They are reachable via the change of a few key words and can result in a wider audience.
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Are others referring to you?
In any social network, there are people to talk to about a given subject. They are known as experts in that circle of friends or associates. You should be able to count the number of people that name you as a resource, that number should be going up every week.
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What kind of negative feedback are you getting?
You will get negative feedback, that’s just how it goes. What is measurable is how you categorize this negative feedback and rate it according to the use it has toward your online efforts. If people are referring to you as a spammer, con or some other such negative association, it it obviously time to rethink a message. There may be other comments as to lack of clarity, completeness or that your are a ‘me too’. Negative feedback that is good to hear it the kind that disagrees politely and intelligently with what you have to say. That is a proper conversation and will bring out a productive discussion.
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Are click through rates going up?
If you are running ads, it is essential that you monitor them for how they pull in visitors. When people click on ads it represents interest and can provide you with valuable information as to what you yourself should be providing. The ads may make little money, but they can provide great marketing info.
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What is the quality of the network around you?
The individuals connecting to you and following you should be of an increasing caliber:
- They should have a healthy network of their own.
- They should be people who are actively participating
- They should be in a niche related to yours
- They should be comminicative
Having these kind of friends is growable and measurable.
This isn’t a number some may say not even tangible, but you won’t get anywhere unless you’ve actually defined some processes that can be measured. A lot of people are just going on these sites, putting up a profile and waiting for something to happen. Having an outline and plan of action is a sign of success, it shows that you have at least a basic understanding of social media and some of its components. This is your first benchmark. It is also important to realize that these plans are not static and require constant appraisal for effectiveness.
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This is no doubt an incomplete list, since other measurable criteria will emerge as the science and technology evolve. Please feel free to comment with your own ideas. I’d love to hear your experiences.
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Thank you for sharing, Great information for all twitter users.
*****
Regards,
Lama Kalla
I don’t know who wrote this article, but I tweeted it like 5 times – so everyone is going to think I am a spammer. But, I just really want people to get that you have to follow valuable people and have authentic conversations. I think the way this article is written – many people can understand that they may be doing things wrong. Thank you and look me up on twitter or anywhere else!!
@TS_Elliott
Thanks for the retweets and positive feedback. Hopefully, some of that advice can be heeded in order to make Twitter and other social media a more valuable experience. The information technology facilitate things, but we are the ones who add value.
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Just getting my feet wet with twitter, and definitely feeling good vibes, and seeing click throughs, and a trickle of sales
I like your point about having a plan of action in place, rather than just randomly tweeting into the flock of birds (noble creatures that they are). I also took note about your comments about the quality of network that we are building: something to pay attention to. Also, each of us needs to work on being the type of person worth being added: In your words:
1. They should have a healthy network of their own.
2. They should be people who are actively participating
3. They should be in a niche related to yours
4. They should be communicative
Twitter brought me here. We also measure analytics to see if social media is bringing visitors and buyers to our client’s main site.
Another one drawn to the article by twitter! Very good article, and I like Steve’s points a lot. It is important to focus on other people with similar interests as your website. My twitter account for example is solely used/follow only soccer and sporting people, thus my tweets get a very targeted response!
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Great post! The question of ROI comes up almost daily in my life as a consultant.
It’s a great post but these metrics apply to the quality of your online community growth not Return On Investment. From an accounting standpoint ROI measures the dollar put in and the profit returned on investment. During the dot.com boom new media tried to redefine accounting terms to suite their growth challenges. In the end accounting still has the same definitions and many of those companies went out of business.
The question of ROI for many businesses is if I put 15 hours labour in per week at $900 labour and overhead how many customers or what other forms of monetizable value will I get? Your points are great and part of the success formula that is critical for achieving what will enable ROI. I fully agree, if your points aren’t happening ROI will be very unlikely to occur also.
Keep me in the loop as you continue to explore. I’m writing a book on social media monetization for Pearson and always open to looking at ROI formulas that can stand up to tough executive questions.
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