Measure engagement—the real engagement. It’s
funny, marketers dump 92% of their budget into traditional channels that are
extremely difficult to measure, the other 8% go to interactive channels where
they basically use the same metrics they’ve used for the past five decades. Then they complain that they can’t determine the value of social media. Yawn.
My sympathy is wearing thin.
Social media is trackable. Every time someone
comments, rates a product, reviews a product, connects to someone in a social
network, uploads a photo or video, tags something (the list goes on) they take
an action that can be tracked in some form. Link these activities to
transactions, visits, attitudes and sentiment (from surveys or maybe brand
monitoring), and let’s get on to more important initiatives. And don't forget the real world. People visit stores, talk to each other face-to-face--we're physical and digital beasts. And we need to measure actions and behaviors across the mediums.
I've written a lot more about this here, here, and here.
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