Look, listen and measure your social media activities
At SES in New York, social media was a highly discussed topic.
In a session entitled Social Media Metrics, Noran El-Shinnawy, Internet Marketing Manager at Acquisio, discussed tips for measuring your social media activities.
The first interesting concept I took from this session was the notion that social media shouldn’t just be about ROI. Instead, it should be looked at as return on conversation (ROC).
Social media is a valuable platform because it affords back-and-forth communication. As editors, we should be looking for feedback. Our main goal is to supply our audience with relevant, timely information that they are seeking.
Before we start measuring our social media impact, it’s important to listen. In this process, we should be listening to:
-Brand evangelists
-Influencers
-People that are trusted by our audience
-Negative comments about our industry, brand or competition
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By paying attention to these sources, we can get an idea of what our audience members are accepting of while realizing their concerns. We are also able to discover what motivates them to communicate and act.
The relevance of social media is about relationships. To maximize the most off these relationships, here are five tips for social media metrics that El-Shinnawy discussed at SES in New York City.
Social Media Metric Tip #1. Employ effective metrics. Experiment with what works for you and be selective in the process.
Social Media Metric Tip #2. Always use multiple metrics. An array of metrics will help you prove the validity of your results.
Social Media Metric Tip #3. Use key performance indicators. Start with what you know drives your business and then evaluate against them.
Social Media Metric Tip #4. Track everything. By doing so, you can find what content is the most engaging to your audience. You can then focus on that subject matter and create more of it.
Social Media Metric Tip #5. Do something with the data. If you tweet more, do you receive more downloads? Do more tweets more mean conversations for your brand?
What social media metrics have you been following? Has it helped create more engagement for your brand? I’d love to hear from you.
