Other metrics you may want to consider to measure the social web

Besides the well-known metrics, old and new that exist for social networks, why not use the following measurements to better define your activity:

  • Related comments: who’s talking about your brand beyond your own community?
  • Actions: actions you’ve carried out. How many, how well did they fare, how long did they last, what were their results and their qualitative and quantitative impact.
  • Statistics of the impact of your content in real time: what happened before, while and after you uploaded content at an event, meeting, presentation, gig, etc. What has changed and how?
  • Percentage growth increase: compare natural growth in other years and estimate how much you should be growing this term, comparing whether you’re above, below or at the same level as your natural growth.
  • Compare yourself with your competition: use tools like hyperalerts to do this job. Measure engagement, reach, popularity and rank in Alexa and Google.
  • Conversions: using URL builder and Analytics you can know how many people visit your website from Facebook, Twitter, Pinterest or Youtube and go where you want them to go.
  • Reach, feeling, passion: use social mention to understand the qualitative state of your brand in social media.
  • Social assistance: how many interactions do you carry out with your community every day? What happens in these interactions, both positive and negative? How many are related to questions regarding your services and products? How many are related to direct or indirect sales? How many lead to future purchase? Which are the most frequent questions or doubts? What are the complaints about exactly? Then, do something with all this information.
  • Other tasks you have carried out: measure what else you’ve done besides the above. Work with other departments, collaborations in other campaigns, mediation with clients and suppliers. The fact that these tasks are less flashy or not directly related with your job doesn’t mean they don’t count!

We can always search for something simple instead of something complicated.

What other metrics would you consider in this list?

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Human Media Metrics – Measuring Human Interactions on the Web

Human media ROI - isra garciaThe pulse for social media has grown over the last year, social media is a reality that should be in almost every marketing campaign. But, How good could be the efforts in new media if you don’t analyze its human impact from a target-oriented perspective? Surprisingly, since the campaign hype starts (see Gartner hype cycle), the launching and all the “social blah blah,” some marketers forget the essential part: identifying human marketing metrics. These will allow you to track the progress and measure the human ROI – both of them are vital parts for the success when applying Human Media.

Luckily, we can use a bunch of analytics tools that are already in the market to do so. Popular measurement systems such as Google analytics, awe.sm, Sysomos, Radian, TrackUR, Techigry, FlowTown or Brandschat, we all know that they help you to track leads, conversations and real numbers, but they also offer an opportunity to gather human information. Then, what areas should we paying attention to so we can measure human metrics?

Here you have some essential aspects for monitoring Human Media.

Human Metrics

- Human Business: make use of tools such as awe.sm so you can track human activity that can be turned into profits. Any human interaction that resonates with a business generates a connectivity effect that should end in getting closer to the customer: newsletters, subscriptions, new members, pre-orders, adding an item to a wish list, online budgets, etc. Ensure that you follow every single interaction and study if it creates behavioral patterns.

- WE-B Activity: everything related with your command base and yourself – business – as part of the ecosystem core. You can include here the number of times that you interact along the day, subscriptions from each platform – blog, web, facebook, RSS. Bear in mind that for a successful activity you should generate multi-dimensional conversations across the platforms, communities and users (the best way is measuring comments and responses) search if your blog or site it’s being referred by other sites or platforms too. Identify what human patterns happen.

- Engagement: every community interaction, it doesn’t matter if it’s through blog comments, facebook likes, foursquare tips, linkedin recommendations, retweets or Pins on pinterest and so on, they are extremely important, mentions are too. You should track positive mentions as well as negative and then compare and contrast the quantity and its quality. It may occur that you would get key insights in terms of human branding, and an understanding of the relationship of your brand with the market.

- Connectivity leads: how many people connects with your content? How it affects them? how many of them say “I have to share it with my friends”? put the distribution of your content in chunks and have a look to the statistics. Is there any brand sentiment through these interactions produced by the content? What is the most engaging action? What methods I use to connect? Where? How? Who does it? Consider what you can do to create closer ties with your community.

- Network: Who do you connect with? Discover the people behind the numbers, followers or fans - and why they are exposed to your content - How do they interact? Do they interact in a community way - among them? What does inspire them? What could you do to inspire them?

Time: Once they arrive at your platforms. How human do you appear to them so they can stay longer? Time is not the most important thing, but how you use it, think about quality vs quality (not quantity) What do they look for when they come to you? How can you help them as fast as you can?

- Human Activity: Broadly speaking, how many people interact with your ecosystem? Take a look at your active database and compare the response rates and thus leads, with your active community. You should be able to develop campaigns to improve human interactions. Regularly, you may want to make a comparison and always try to reduce the ratio of passive interactions.

It’s not About the Tools

As you probably have observed in all these metrics, it is not about the tools, but what’s behind them, people and their interactions. Still, with so many tools available, there is no reason to not monitoring the human side of communication and the marketing that happens on the Internet.The information you get, it will help you create a greater connection with  people in your community, resolve any problems with them, identifying patterns, and then successful processes - and the one that don’t work -  and this will drive your efforts and resources to where it has to end up, creating human business interactions.

The new marketing is not about social media, complex technologies or last-generation software, it’s about human relationships, resonance and alignment with people. Although, I’m not saying anything you don’t know already.

Photo credit: transprism.

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How to meassure the ROI on social media

roiIf the social media has advertising attached to it, you measure ROI by the number of views / connections in the network versus the ad rate. You determine the revenue generated from the ad and compare it to the expense of placing the ad. Your ROI would also be impacted by the value of the network you are interested in. For example, if you are promoting meat and animal products, you probably would find a vegan social network a pretty low ROI target. On the other hand, if you were promoting ecologically friendly cleaning products there might be a peripheral interest for that vegan group that rated a higher network value.”

“Social media as a marketing tool on a small scale is going to be disappointing at best. The nature of “social” interactions via the web require a large number of people in order to be compelling. that is to say that if you have 100 people on your social media site connected with your light manufacturing firm, what is going to compel those people to return? Now if your talking about running adds on twitter, the story is different, however you need to consider your audience as well. are the masses using twitter going to be interested in what you have to offer enough to pay attention to your feed? Its best not to worry about the ROI directly, but rather look at social networking in the context of a broader “grass roots” campaign to build name recognition and brand identity. Leverage a blog and a social site with links to twitter, facebook or other well established sites. Give it away until it hurts, then see if they flock to your cause. Besides, doing small things and leveraging big things costs almost nothing, but might get huge returns. That’s the best I can offer on such a general basis.”

“go to www.Stevegasser.com. He has a bunch of stuff on social media marketing

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