My latest monthly post for SEO Scoop has just been published. The post addresses the sometimes tricky topic of social media measurement. While online marketing has always thrived on accountability, social media takes marketers beyond the comfort zone of direct response and into a world of more fuzzy objectives related to attitudinal shifts and customer retention. But this does not mean marketing initiatives cannot be measured. And in the post I show how I constructed tangible metrics around some fuzzy marketing objectives, with the help of a few specific tools.
Check out ‘Getting a measure on social media metrics‘ now. And for an even more comprehensive review of specialist social media measurement tools, check out this presentation (hat tip Gavin Heaton).
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Measurement is simple. Measure the output – not the input. What are the objectives of a campaign? Then social media is only one strategy to achieve those objectives. Objectives met …