December 11, 2009
Social Media Measurement Isn’t Hard if You Know the Right Steps
By: ChuckHemann
Measuring the performance of your social media campaign might be the hot button topic of 2009 and 2010 however it also seems akin to the recent mess with Tiger Woods in that everyone has an opinion and only a few really know what’s going on.
In the race to measure progress, some have:
- totally distorted the true definition of R.O.I (it is return on investment no matter what anyone tells you)
- given people a list of metrics to use without regard to whether or not they fit the company’s goals
- provided a similar list of metrics without any background in how to calculate them
- tried to apply traditional media metrics to social media
- quite frankly, made it harder on those of us legitimately trying to crack the social media measurement nut!
I’ve sat through a number of presentations this year where social media strategists with large corporations say that, for the moment, they aren’t as concerned with finding dollar-for-dollar impact of their efforts. Before we jump on them for it, let’s take a step back and realize that there will come a time when showing that impact is essential or there won’t be a social media budget.
Now, what I am comfortable in saying is that these folks are measuring their progress in some way, and that they’ve arrived at those metrics by going through a relatively simple process. You see, we (communications pros) like to make things harder than they really are. Are the metrics we use to measure social different than traditional? Yes, absolutely. Is the process by which we determine the metrics to use any different? Absolutely not! So what does that process look like?
- Benchmark research – Giving a number of talks myself over the last five years about measurement, I know that this is a step often skipped by communications pros. Don’t do it! Like traditional programs, conducting social media research is essential to establishing the baseline by which you measure progress. In social media, that has traditionally been through listening. However, there are those of us, including my friend Adam Cohen, who are talking about many other kinds of research that we can conduct before creating our social media goals and strategy. Whether it’s listening, or gathering data from Adam’s seven other sources, make sure you’ve allotted the money to conduct this research. You won’t be disappointed.
- Establishing measurable goals – This is where we commonly get tripped up. What does a measurable goal mean? In its simplest terms, it’s a statement that combines elements of time, change (typically a numerical figure) and the behavioral element we are trying to alter. The goals should be based in large part on what we’ve discovered through our benchmark research (read: they shouldn’t come out of thin air). They should also be reasonably attainable. Far too often we create measurable goals at the high end of a range, which is only setting us up for criticism and failure down the line.
- Developing our strategy and tactics – Here is where we can finally get down to talking about the “fun” stuff. Obviously, the strategy and tactics should seamlessly flow from the research you’ve conducted, and the goals you’ve created.
- Implementation – Now, you can put your research, your measurable goals, your strategy and tactics to the test. Did your due diligence pay off?
- Measurement – After you’ve conducted your research, established your goals, developed your strategy and tactics, implemented your plan you come down to the part where you figure out whether or not you’ve achieved what you hoped to achieve. Katie Paine always says this step isn’t about placing blame; it’s about ensuring that your communications programs achieve what they are meant to achieve. She’s right, obviously, and this is where you determine what changes you might need to make so that you can achieve those goals.
You see, if we return to basics on how we measure, measuring social media becomes less of a Rubik’s Cube®, and more something we can easily manage.
Before I turn you loose, I’d highly recommend that you check out what Katie Paine, Don Bartholomew and Olivier Blanchard are also writing on this subject. If you get stuck walking through the above steps, make sure you ping any of us on Twitter, or on our blogs. We’re working to make social media measurement as easy as we can!
About Chuck
Chuck Hemann is the manager of research and online reputation management for Dix & Eaton, a communications consultancy, based in Cleveland, Ohio, with specialized expertise in social media strategies and tools. You can connect with Chuck on Twitter and at his blog that tackles a myriad of PR/social media-related topics. The views in this post belong to Chuck Hemann and do not necessarily represent the viewpoints of his employer.
Great post Chuck. It's good to see measurement explained in plain words once in a while. I think where people get stuck a lot is in determining benchmarks. It can often seem arbitrary… I guess that's where investing in research plays a big role though.
David
Community Manager, Scribnia.com
@Scribnia @DavidSpinks
Great post Chuck. It’s good to see measurement explained in plain words once in a while. I think where people get stuck a lot is in determining benchmarks. It can often seem arbitrary… I guess that’s where investing in research plays a big role though.
David
Community Manager, Scribnia.com
@Scribnia @DavidSpinks
[...] Original post here [...]
The best approach for me… is not to measure. Gut instinct, intuitiveness, and expertise has gotten me ahead in the social media world.
If I were to spend time trying to tally the results:
a) I would be wasting my time
b) I would be unavailable during that time to actually USE social media
c) For me, there is no need for proof or stats.
I understand why some people may need to tally up results and put it into a nice log sheet for the boss man, or to formulate calculations to send out in a press release. But the truth is… all stats are embellished lies to make someone feel good about their own work, and then to try to impress others.
To me, (and this could be me only), but I see no use for finding a way to accurately measure the results of social media campaigns. For me, all I need to do is USE the social media platforms in order to see the results and the effectiveness. All I can tell is that social media has directly and indirectly provided growth for my company, and the clients that I work for. I have been unable to see a purpose in trying to measure the results. All I can do is actually SEE the results.
The best approach for me… is not to measure. Gut instinct, intuitiveness, and expertise has gotten me ahead in the social media world.
If I were to spend time trying to tally the results:
a) I would be wasting my time
b) I would be unavailable during that time to actually USE social media
c) For me, there is no need for proof or stats.
I understand why some people may need to tally up results and put it into a nice log sheet for the boss man, or to formulate calculations to send out in a press release. But the truth is… all stats are embellished lies to make someone feel good about their own work, and then to try to impress others.
To me, (and this could be me only), but I see no use for finding a way to accurately measure the results of social media campaigns. For me, all I need to do is USE the social media platforms in order to see the results and the effectiveness. All I can tell is that social media has directly and indirectly provided growth for my company, and the clients that I work for. I have been unable to see a purpose in trying to measure the results. All I can do is actually SEE the results.
I’m curious how you would benchmark a new product — one that is being newly introduced? I’m looking at using a sales goal, but I’m nervous about using a hard number with a communications strategy that will be utilizing social media.
I’m curious how you would benchmark a new product — one that is being newly introduced? I’m looking at using a sales goal, but I’m nervous about using a hard number with a communications strategy that will be utilizing social media.
Amy – I think that's a great question, and probably one that many pros struggle with trying to answer. I think you should be looking at sales, but it would also make sense for you to look at number of inquiries about the new product, number of conversations you have with target media (including bloggers), number of conversations being had about the new product (don't solely rely on this) and even sentiment about the new product. Does that help you?
Tandino – Thanks for the comment. I don't think you are necessarily alone, but many members of the C-Suite are already somewhat skeptical of the value social media can bring to their company. The last thing you want to do is for the boss man to come in, ask you what we've gotten as a result of our social media efforts, and for you to say "I haven't been keeping track." I'd encourage you to start keeping track because the graveyard is already littered with traditional communicators who have tried that approach and failed.
Amy – I think that’s a great question, and probably one that many pros struggle with trying to answer. I think you should be looking at sales, but it would also make sense for you to look at number of inquiries about the new product, number of conversations you have with target media (including bloggers), number of conversations being had about the new product (don’t solely rely on this) and even sentiment about the new product. Does that help you?
Tandino – Thanks for the comment. I don’t think you are necessarily alone, but many members of the C-Suite are already somewhat skeptical of the value social media can bring to their company. The last thing you want to do is for the boss man to come in, ask you what we’ve gotten as a result of our social media efforts, and for you to say “I haven’t been keeping track.” I’d encourage you to start keeping track because the graveyard is already littered with traditional communicators who have tried that approach and failed.
Amy – I think that’s a great question, and probably one that many pros struggle with trying to answer. I think you should be looking at sales, but it would also make sense for you to look at number of inquiries about the new product, number of conversations you have with target media (including bloggers), number of conversations being had about the new product (don’t solely rely on this) and even sentiment about the new product. Does that help you?
Tandino – Thanks for the comment. I don’t think you are necessarily alone, but many members of the C-Suite are already somewhat skeptical of the value social media can bring to their company. The last thing you want to do is for the boss man to come in, ask you what we’ve gotten as a result of our social media efforts, and for you to say “I haven’t been keeping track.” I’d encourage you to start keeping track because the graveyard is already littered with traditional communicators who have tried that approach and failed.
Great article Chuck. I am also like Amy, and I’m looking to conduct benchmark research for a new service. Any additional resources in this area that you could refer me to would be much appreciated.
DaveG
Hey Chuck,
I am trying to figure out what are some good measurement softwares out there to measure social media. I know we are on a Radian 6 blog so obviously you must favor them, but I am new to this whole tracking idea and want to know why they or others are considered good. Thanks. Matt
Chuck,
Great post with very solid advice. Thanks for the shout-out, I appreciate it. Happy Holidays, Don B @donbart
p.s. I hope our man Doubledown was trying to be funny and not serious
Chuck,
Great post with very solid advice. Thanks for the shout-out, I appreciate it. Happy Holidays, Don B @donbart
p.s. I hope our man Doubledown was trying to be funny and not serious