Comments on: Most companies can’t connect social media efforts to success

By: Ankita

Ankita — Sun, 31 Oct 2010 13:35:05 +0000

This post being greatly helpful in making my SM plan for a consumer brand. Thanks a lot.Keep sharing your views.

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By: Joseph Fiore

Joseph Fiore — Tue, 09 Mar 2010 19:52:08 +0000

Mark,

Thanks for sharing this post! Like Steve, I found the participation numbers quite interesting.

I wondered most about whether your posts gleaning excluded the competitive and industry/trend watching, or whether they just weren’t a part of the study.

IMHO, those are two important categories (along, if not on equal footing with brand awareness) in addressing the SM measurement vs. success conundrum, not to mention the fact that conversations/trend/topics targeted social media is where most people’s participation will likely be found (now and in the future).

Joseph
@RepuTrack

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By: Gregory (@piplzchoice)

Gregory (@piplzchoice) — Wed, 11 Nov 2009 16:43:04 +0000

I am also a measurement fanatic, but it is very important to remember that it is better not to measure at all than to measure a wrong thing. Measuring impact of Social Media on website traffic is a good example. What does it really mean without measuring quality of the associated Social Media content?
“Life is not measured by the number of breaths we take, but by the moments that take our breath away.” Geroge Carlin

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By: Steve Dodd

Steve Dodd — Wed, 11 Nov 2009 03:32:43 +0000

The findings about participation is indeed interesting but not really surprising to me. Forums and communities actually engage readers and are driven by people asking questions and getting information. They are far more interactive than blogs. Most blogs (this one is a somewhat rare exception) are one directional and comments are typically just that (left without response). They rarely engage readers into conversation like communities do.
I’d like to see a study done on engagement that shows the number of views social content gets as well as the number of engaged participants. From a pure data perspective, on a daily basis, there is far more forum, community and review data created than there is blog/comment data created.

As far as measurment is concerned, I believe we are about to see an whole new evolution of systems that will truly provide business impact measurement. It’s only a matter of time.

BTW, welcome home…you’ve been missed!

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By: Mark

Mark — Tue, 10 Nov 2009 18:51:11 +0000

Jody, you have become one of my favorite commenters. Of course I agree with you on almost everything but that is beside the point : )

I’m a measurement fanatic and always insist on measurement … even when the customer doesn’t thing they need it. If you can’t measure it, you can’t manage it.

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By: Jody Pirrello

Jody Pirrello — Tue, 10 Nov 2009 13:19:02 +0000

The relative low cost of entry for social media has a big impact on tracking and measurement. It’s so easy to create a twitter account, a facebook page or a blog that often the real planning gets short changed in the name of “showing progress”.

A solid social media plan should include a definition of measurement and metrics, but many of them don’t. The metrics do several things. In addition to gaining consensus among all parties, discussing and thinking about measurement/metrics often results in the modification or addition of tactics, and force us to have the conversation “how do we measure it and can we track it?”

Doing so *before* the plan is implemented also allows us to collect baseline metrics – crucial to demonstrating impact.

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