Comments on: The why, what and how of social media measurement http://www.dannywhatmough.com/2009/09/28/the-why-what-and-how-of-social-media-measurement/ Wed, 04 Jan 2012 13:10:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Danny Whatmough http://www.dannywhatmough.com/2009/09/28/the-why-what-and-how-of-social-media-measurement/comment-page-1/#comment-672 Danny Whatmough Fri, 02 Oct 2009 13:09:04 +0000 http://www.dannywhatmough.com/?p=334#comment-672 I agree with your last point. The continuous improvement bit is crucial too - and, like much of this stuff, doesn't just apply to social media marketing. All too often though marketers neglect ongoing monitoring once a campaign is live, which is dangerous. I agree with your last point. The continuous improvement bit is crucial too – and, like much of this stuff, doesn't just apply to social media marketing. All too often though marketers neglect ongoing monitoring once a campaign is live, which is dangerous.

]]> By: Danny Whatmough http://www.dannywhatmough.com/2009/09/28/the-why-what-and-how-of-social-media-measurement/comment-page-1/#comment-671 Danny Whatmough Fri, 02 Oct 2009 13:07:29 +0000 http://www.dannywhatmough.com/?p=334#comment-671 Interesting stuff Wayne. I'd be interested to know how it goes. Interesting stuff Wayne. I'd be interested to know how it goes.

]]> By: Danny Whatmough http://www.dannywhatmough.com/2009/09/28/the-why-what-and-how-of-social-media-measurement/comment-page-1/#comment-625 Danny Whatmough Fri, 02 Oct 2009 08:09:04 +0000 http://www.dannywhatmough.com/?p=334#comment-625 I agree with your last point. The continuous improvement bit is crucial too - and, like much of this stuff, doesn't just apply to social media marketing. All too often though marketers neglect ongoing monitoring once a campaign is live, which is dangerous. I agree with your last point. The continuous improvement bit is crucial too – and, like much of this stuff, doesn't just apply to social media marketing. All too often though marketers neglect ongoing monitoring once a campaign is live, which is dangerous.

]]> By: Danny Whatmough http://www.dannywhatmough.com/2009/09/28/the-why-what-and-how-of-social-media-measurement/comment-page-1/#comment-624 Danny Whatmough Fri, 02 Oct 2009 08:07:29 +0000 http://www.dannywhatmough.com/?p=334#comment-624 Interesting stuff Wayne. I'd be interested to know how it goes. Interesting stuff Wayne. I'd be interested to know how it goes.

]]> By: DR. WHAW? – September 30, 2009 « One true sentence. http://www.dannywhatmough.com/2009/09/28/the-why-what-and-how-of-social-media-measurement/comment-page-1/#comment-623 DR. WHAW? – September 30, 2009 « One true sentence. Thu, 01 Oct 2009 23:06:28 +0000 http://www.dannywhatmough.com/?p=334#comment-623 [...] The why, what and how of social media measurement by Danny Whatmough — This post is amazing.  If you’re thinking about getting into [...] [...] The why, what and how of social media measurement by Danny Whatmough — This post is amazing.  If you’re thinking about getting into [...]

]]> By: KDPaine http://www.dannywhatmough.com/2009/09/28/the-why-what-and-how-of-social-media-measurement/comment-page-1/#comment-620 KDPaine Wed, 30 Sep 2009 11:04:26 +0000 http://www.dannywhatmough.com/?p=334#comment-620 Great post and I think IBM and P&G are leading the way already, changing the metrics from "eyeballs" to "engagement." What I think is important is that measurement should continuously improve a program, not just justify it. Too many people are just trying to justify their Soc. Med. spend. with out any measureable goals that tie into business goals. Followers, friends and eyeballs are not business outcomes. Revenue is. Great post and I think IBM and P&G are leading the way already, changing the metrics from “eyeballs” to “engagement.” What I think is important is that measurement should continuously improve a program, not just justify it. Too many people are just trying to justify their Soc. Med. spend. with out any measureable goals that tie into business goals. Followers, friends and eyeballs are not business outcomes. Revenue is.

]]> By: Wayne Smallman http://www.dannywhatmough.com/2009/09/28/the-why-what-and-how-of-social-media-measurement/comment-page-1/#comment-616 Wayne Smallman Mon, 28 Sep 2009 21:55:03 +0000 http://www.dannywhatmough.com/?p=334#comment-616 I have a client who I've talked into going down the social media route, and it's going to be a challenge. They're big, but there's an argument (internally amongst the senior management) that they're too big to be concerned about social media, since they know every competitor and every customer on their industry — they're that big.<br><br>I think the most important data we're going to be tracking is sentiment and website engagement, which I hope will help sell social media inwards and upwards. I have a client who I've talked into going down the social media route, and it's going to be a challenge. They're big, but there's an argument (internally amongst the senior management) that they're too big to be concerned about social media, since they know every competitor and every customer on their industry — they're that big.

I think the most important data we're going to be tracking is sentiment and website engagement, which I hope will help sell social media inwards and upwards.

]]> By: Danny Whatmough http://www.dannywhatmough.com/2009/09/28/the-why-what-and-how-of-social-media-measurement/comment-page-1/#comment-615 Danny Whatmough Mon, 28 Sep 2009 21:45:27 +0000 http://www.dannywhatmough.com/?p=334#comment-615 Thanks Wayne. I agree (as above) it's a challenge, especially with the vast amounts of data you mention. However, that is still no reason not to try. Indeed, I believe that if you're not even going to try then you shouldn't be trying.<br><br>And I'm not suggesting you should measure anything. Quite the opposite. I think the above strategy means you should very careful identify what you are trying to achieve and concentrate your measurement (and therefore success goals) on this aim. Thanks Wayne. I agree (as above) it's a challenge, especially with the vast amounts of data you mention. However, that is still no reason not to try. Indeed, I believe that if you're not even going to try then you shouldn't be trying.

And I'm not suggesting you should measure anything. Quite the opposite. I think the above strategy means you should very careful identify what you are trying to achieve and concentrate your measurement (and therefore success goals) on this aim.

]]> By: Wayne Smallman http://www.dannywhatmough.com/2009/09/28/the-why-what-and-how-of-social-media-measurement/comment-page-1/#comment-614 Wayne Smallman Mon, 28 Sep 2009 21:30:27 +0000 http://www.dannywhatmough.com/?p=334#comment-614 Google will tell you that there's no such thing as too much data. But then Google are minted, so they can spend huge amounts of money chasing after metrics all they want. For the average guys 'n' gals out there, such pursuits have a finite budget.<br><br>The problem will perception (brand or otherwise) is that it's exceptionally difficult to measure unless you know your target audience inside out, and have goal funnels, user studies, surveys etc all lined up, like some kind of marketing gauntlet, designed to tease out every last drop of data from those people.<br><br>Again, for the regular folk, this just isn't feasible. So for the time being, the ROI of social media is still a big challenge. Google will tell you that there's no such thing as too much data. But then Google are minted, so they can spend huge amounts of money chasing after metrics all they want. For the average guys 'n' gals out there, such pursuits have a finite budget.

The problem will perception (brand or otherwise) is that it's exceptionally difficult to measure unless you know your target audience inside out, and have goal funnels, user studies, surveys etc all lined up, like some kind of marketing gauntlet, designed to tease out every last drop of data from those people.

Again, for the regular folk, this just isn't feasible. So for the time being, the ROI of social media is still a big challenge.

]]>