Lots of talks, reading, and researches this last months. The big result of all this is about understanding that social media strategies are set up to create value not only to move people from one environment to another (ie. ecosystem to site). There not only quantitative data, its more than a reach.
We’re looking at measuring a social media effect in 2 dimensions:
- the effect on your brand presence online (building and ecosystem where your values are understood, adopted and shared)
- the effect on your business (how do you make $$?)
So what worth it? Traditional KPIs represent the value of an activity – an accumulation of visitors’ actions, but the emotional effect of the interaction represents the quality of it – also named the worth of the activity by Jenkins.
Worth confirms whether or not the visitor has adopted your idea (message, tool, content), and to which effect the idea has spread among peers. This happens outside of your website, it’s an overall online presence that is represented. In the context of social media, worth represents the transformation of the idea you spread into something meaningful for your business.
This is not about a general formula, this is about understanding what brings value to your brand, business, product. I truly believe (thanks Thane!) that the magic comes from identifying the true problem you need to fix, not from gathering the more data you can. If we come back to a one thing you need to fix, set up a strategy, implement, measure, tweak, cut and evolve… that becomes more tangible for monitoring a conversation, and its impact on a business.
Interesting presentation on that topic:
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi by Olivier Blanchard @thebrandbuilder
http://www.randomactsofdata.com/?p=73
Razorfish Social Influence Marketing thanks to Shiv Singh. @shivsingh
Post by Isabelle Quevilly, Oct 10th
Tags: engagement, kpi, measurement, social media campaign
