Social Media Metrics Are Getting More Sophisticated

Home > Social Media Metrics Are Getting More Sophisticated

Author: Leanne Westphal on April 8, 2012 - 10:34 PM

A majority of businesses are coming to the realization that social networking is an important part of their business strategy. As it social networking grows in importance social media metrics are getting a closer look by managers as they begin scrutinize which numbers influence the true business ROI or return on investment. Simple metrics such as the number of Facebook fans or Twitter tweets/retweets are being augmented with sophisticated metrics that give an indication of real traction on social objectives. According to Tassoula E. Kokkoris, of Guidant Financial, the quality of fans/followers may be more important that the number of fans. "Maintaining a smaller core audience of interested, engaged followers will ultimately lead to more meaningful conversations and stronger sales," stated Kokkoris. "By knowing your business audience and organically targeting connections that will truly be interested in your services, you’ll earn an authentic online reputation and position your company as an industry thought leader."

Social demographics analysis is important for evaluating your core audience. "Fan demographics--countries, language, age, etc.--is a great way to see if there are market segments that your current marketing efforts, not just social, could tap into," commented Jennifer E. Dunphy, Vice President of sales and marketing at Vayu Media. "If you see that you have a high concentration of Spanish speakers, for example, you may want to think about Spanish language-targeted campaigns for social media and all other forms of marketing. This can help to open up an entirely new revenue opportunity that you may be missing out on." By evaluating which web content or tweets are popular, an organization can determine what type of content will resonate with users. Another common method of determining the content effectiveness is looking at page views and click-throughs. Content can include the traditional white papers and info-graphics as well as how-to-videos and podcasts. The conversion rate measures the audience behaviors associated with viewing Facebook or Twitter. Companies are looking more closely at whether all of this activity is actually generating more sales and where those sales are coming from.

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Comments

Thanks

Thanks for referencing me in your post. I think that multicultural marketing, unfortunately, is often not a priority for businesses, even though it has so much upside potential when properly executed.

Posted By Jennifer D on 04/20/2012 12:08 PM

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