Organizations use performance measurement to understand how their organization is performing and to provide information that will guide activity in order to improve it. Social media metrics are new — they are assessing activities that organizations have not used before, and the measures themselves are also new. The role that the metrics play in organizations remains the same, though. They provide information that will help you improve your performance, focusing your resources and better achieving your organizational goals.
By aligning your social media metrics with your organizational goals and the metrics that measure those goals, you will ensure that your organizational social media activities are contributing to organizational performance.
Before we are born, we are already getting measured. We enter this world with a measurement of weight and length. Through no decision of our own, we are thrust into a world where the measurement of virtually everything is embedded into the fabric of society. We measure blood sugar levels, job performance, life goals, height, intelligence, and so forth, and the list of possibilities is endless. In fact, I am even getting measured on the quality and content of this blog. “He uses statistics as a drunken man uses lamp posts – for support rather than for illumination.” Andrew Lang, Scottish Writer Today’s business world provides a prime example in which our obsession with metrics is evident on a voluminous scale. As it relates to the business world, without analytics, a company is vulnerable. However, just owning analytics tools and methods of measure is not enough. While data in business is important, being able to identify the right data that correlates to your overall growth as a company is essential to achieving your longterm goals. This too can be said of the social media for business environment.
If you are like me, you were one of those people shocked to hear Donald Trump won the American Presidential election. Chances are – also like me — you weren’t putting as much stock into the predictions of social media analysts as you were to major media outlets and traditional election polling firms. If we had been looking at the numbers and analytics we may have been better prepared. Phil Ross, a social media analyst at Socialbakers told Techcrunch.com “Analysts monitoring the social media activity of both campaigns on the major social media channels saw the outcome of this election coming months ago, and kept talking about the massive silent voter base that was forming around the Republican nominee. Social media analysts continually sounded the alarm that all of the polls were not reflecting the actual situation on the ground in the pre-election landscape.”
The media itself has been the news lately. The Trump campaign has made the press headline news. This conversation is not new. Since ancient Rome when important announcements were carved out on stone tablets and placed in busy squares, the public has measured the quality, delivery and merit of information/content. We are a society obsessed with being “in the loop” and up to date with news that is important to us. This is evidenced by the ubiquitous and near-constant use of electronic devices. I chose The Hamilton Spectator, one of Canada’s oldest newspapers and media outlets, for this week’s case study. I wanted to know how TheSpec.com measures their performance using web and social media metrics.
JustSaiyan Clothing is a company that specializes in manufacturing apparel that allows you to slip into the costume of your favourite cartoon characters. Catering to children and nostalgic adults, JustSaiyan features designs from popular television shows such as Dragon Ball Z, One Punch Man, and Naruto. JustSaiyan has built their entire business with the help of social media, and does not advertise traditionally. Active Facebook, Instagram, Snapchat and Twitter pages allow the company to stay up to date on the opinions of its consumers, and Justsaiyan takes full advantage of their active fan base. Studying social media gives JustSaiyan great insight on how to improve their products, and more effectively market their gear.
Freedom 55 Financial is a full financial security planning organization founded on the strength and stability started by London Life more than 140 years ago. Freedom 55 Financial offers financial security planning and advice, as well as London Life’s own brand of savings and investments, retirement income, and life insurance. Founded in 1874 in London, Ontario, London Life has a long history in the Canadian marketplace. In 2000, London Life rebranded its financial security planning arm as Freedom 55 Financial – a full financial security planning organization. Being an insurance business they recognize that their social media content can be boring, so they decided to increase awareness through athlete sponsorship and on April 28, 2015 – Freedom 55 Financial announced the signing of a two-year agreement with Canadian Olympic decathlete and 2014 Commonwealth Gold medalist a London born, Damian Warner. “Freedom 55 Financial is dedicated to helping Canadians achieve their goals and dreams. It’s an honour to be a part of Damian’s journey as he pursues his quest for gold in Rio,” said Mike Cunneen, Senior Vice-President, Freedom 55 Financial. This new association forced existing consumer to think of the brand differently than he or she previously had. This is effective for a consumer that already had loyalty to the brand, as it reinforces the beliefs and trust in the brand. In addition, it rapidly builds a strong association for consumers that were not familiar with the brand or product but have a strong connection to Damian Warner. Warner was selected to represent Canada in the 2012 Summer Olympics in London, England where his results ranked him second-best ever by a Canadian decathlete in Olympic competition. He earned a gold medal in the July 2014 Commonwealth Games in Glasgow, Scotland. Warner became part of Freedom 55 Financial’s #TeamFreedom, a group of young Canadian athletes striving to reach the pinnacle of their athletic dreams. “I am honoured to be part of the Freedom 55 Financial team and thank them for their tremendous support. From the first time I met with their team it was evident their goals and objectives aligned with mine striving to be the best. The fact they started here in London — just like me — is such an important factor as well.” Damian Warner
Brandwatch is the world’s leading social intelligence company, they are used throughout large corporations as a tool for analyzing and sharing insights about social media. Brandwatch’s objective is to take regular analytics and share them with their clients in way that is attractive and understandable. The information shared by the company tells their clients about the conversations, trends, and people impacting their business. Their technology spans over 80 million online sources to ensure they, ‘never miss a mention that matters’. Brandwatch is a unique and futuristic company that, “gathers millions of online conversations every day and provides users with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful, data-driven business decisions.”
About Supercell Clash of Clans, Boom Beach, and Hay Day, there is a very good chance that you have heard or even played at least one of them. All 3 top hits are developed by Supercell, a start-up video gaming company located in Helsinki Finland. From nobody in this steaming competitive gaming industry to top the download chart in Apple App Store in 44 countries, Supercell only needed 5 years. By the end of 2015, Supercell harvested annual revenues of $2.3 billion, and profiles of $964 million.
Church leaders of all ministry types and sizes will likely agree that the task of numerically measuring progress, although sometimes tedious, can be one important means of gaining insight to a ministry’s health. We measure congregational attendance and engagement to help gauge existing ministry connection and determine future programming, staffing and resource needs. We measure congregational giving both in the monetary sense and by way of volunteer hours, to help with our strategic planning and ongoing ministry mission. Many churches have broadened their mission field to include the online world. This includes utilizing Facebook, Twitter, Instagram, Pinterest and more to connect and network with people who may otherwise never engage with any aspect of the church. According to Church Works, “Social media can be a brilliant way to reach users who may be entirely outside of your community…effective, generous engagement on social media can attract new followers who appreciate your message and identify with your mission.” How then can we best measure our social media and digital reach?
For personal trainers and other fitness professionals, your ability to be a top-notch fitness leader in the field can no longer be established solely on your ability to help clients see results. In addition to being able to inspire people to get off the couch and get moving, educating client’s on the latest fitness trends and research findings, and possessing the knowledge to develop fun, innovative and effective fitness programs, it is now a necessity to incorporate social media into your business plan. To say the competition is fierce is an understatement – a quick Google search of ‘personal trainer Ontario’ yields well over a million results. So how is a privately owned studio or personal trainer to get a lead on the pack? Social media. Not just engaging in social media but using metrics to ensure that you are getting value for your efforts. In preparing for her participation in the 2013 ITU World Championships, Amy Moss-Archambault, a dedicated triathlete and personal trainer faced a quick learning curve to fulfill social media contractual obligations with sponsors. “Six years ago Twitter was really successful for my goals,” she said noting the model of stream of consciousness and earlier use of hashtags allowed for unique and powerful posts. Today, the Twitter climate has changed and so has Ms. Moss-Archambault’s business focus. The busy mom of 3 is no longer focused on sponsorships but now operates the very popular TriMom Fitness Studio in Millgrove, Ontario. She uses her earlier leap into social media to engage with her clients and further develop the Tri-Mom community primarily through the use of Facebook and Instagram.
One of the largest segments in the consumer spending industry is the Lifestyle segment. This segment basically focuses on the well-being of an individual and also gives importance to rest, relaxation with modern day flare. It encompasses such things such as art, home decor, fashion, health, education and of course, confectionery. The Modah store located in Mississauga, Ontario however, went further by tapping into a segment…of this segment. Modah focuses on being the largest Canadian lifestyle store catered to the people practicing the Islamic Faith or people who have an affinity towards Middle-Eastern design and flare. According to a report by Thomson Reuters, Muslim consumer spending on food and lifestyle products and services was estimated at $1.8 trillion (USD) globally in 2014 and is projected to reach $2.6tn in 2020. Major brands such as Mango and DKNY have begun to adapt to this audience by introducing more modest clothing ranges, but it has also inspired a raft of new start-ups from within the Muslim community. Just from this stat alone, many businesses are popping up especially in the Greater Toronto Area. The one issue they all face is how and where can they be able to showcase their products and generate sales? Back in 2012, Samir Aziz’s wife, Nafiza, possessed a small home-based business selling women’s clothing. As her success and publicity began to rise in the community, many other people who sold various other products always approached the couple to find ways in marketing their goods as well. From that, Samir & Nafiza had an idea to actually open a brick and mortar store not only selling the women’s clothing they initially ventured into, but also engage other fledgling entrepreneurs to take part by displaying their products to sell. The store needed to be in a prime location where Muslims frequent quite often and finally settled on a 4,500 sq ft unit in 2014 in the Dixie and Eglinton area of Mississauga where numerous other restaurants and various establishments currently reside. Due to the large space, just having their clothing business and one or two other branded products wasn’t enough to alleviate some of the overhead costs. So Samir and Nafiza had an idea and that was to beautify the store space to mimic the stylings of a Pier-1 Imports or a Homesense and invite vendors to be part of a business trade show at their grand opening. The… Read more »
On Sept 22 my trip to The Toronto Premium Outlets in Halton Hills included a surprise lunch! That day Halton Region hosted an event promoting local agricultural and retail businesses. Grilled cheese, pumpkin soup and pumpkin brittle were amongst the tasty offerings. Next to the complimentary samples there was a “selfie spot” sign for the Pumpkins to Pastries Trail, also known as #p2ptrail which caught my attention. Selfie photos taken at any of the 37 Trail locations (featured on the Halton Region website) and posted on social media with tag #p2ptrail were entered into weekly contests. Gift basket prizes from local vendors have been awarded to the contest winners. This program ran from Sept 12 through to Oct 31, 2016.
Social Media Metrics can be used to benefit virtually any business, but are even more beneficial for small businesses and those in the early stages of growth and establishing themselves. Metrics help to illustrate and clarify which aspects of the business are gathering the best response and most traffic over various social media platforms. This allows marketers to select and focus more attention on the platforms that are getting the best response rate, to keep doing what’s working, and to improve upon what’s not.
To take a picture is to capture a moment in time. Each captured image has the potential to carry its own unique feeling through time, and bring you back with happiness and wonder to the origins of that moment.1 “I grew up around lenses, my dad worked in television and seeing life through a lens seemed more real to me” 2 says Paula Capella. Paula Capella Photography not only captures those precious moments, but uses social media to capture important information to help grow her small business.
If everything around running a small business or non-profit organization (NP) isn’t tough enough, try adding social media performance metrics to your list of tasks. Metrics for social media can be scary and confusing for small businesses and non-profits when they have no time, no extra staff and no budget. But not all social media metrics need to be relegated to the doghouse. Some easily taken metrics are important and can measure a level of success. As I was driving on highway 11 through North Bay, Ontario, the fun looking storefront of Lisa’s Doghouse caught my eye. So, I went in and talked social media metrics with the owner of this upscale healthy pet food store, Lisa Rousseau. The business is only four years old and she has relied primarily on Facebook and her website for staying in touch with her customers. On the success of their social media efforts on their business, store associate Brendan Vandermeulen says, “ It’s a hard one to gauge. It does not bring in new people as much as engage those who are already keeping an eye on us.”. And about translating their social media efforts to sales Brendan explains, “Again, it is a hard one to gauge because the other advertising overlaps.” Right now, Lisa and her team are comfortable with their current social media strategy and look forward to when there is more time to improve and measure the success of what they are doing.
Timmins, Ontario is experiencing a cultural renaissance. Young entrepreneurs with lofty goals and a high tolerance for risk are spurring a revolution in this mid-sized mining town. The organization that served as the catalyst for this change – Radical Gardens. Radical Gardens (RG) is a multi-faceted company that is comprised of a Certified Organic farm, a LEAF certified farm to table restaurant, and an online market that distributes to the region.
The American Red Cross The American Red Cross is the number one non-profit emergency relief and preparedness organization in the United States offering assistance, training, and preparedness services to hundreds of millions of people each year. Not only are they saving lives but they have been paving the way for other non-profit organizations through the use of social media for years. Back in 2005 when hurricane Katrina struck the Gulf Coast, the Red Cross introduced it’s Text 2HELP campaign which was one of the first major industry-wide fundraising campaigns via text-messaging. A study conducted by the Red Cross over the past couple of years shows that social media is the fourth most popular way for people to get emergency information and this method is quickly becoming more prevalent. When you are judging success in terms of property saved and loss averted, it is crucial to have a solid plan in place when it comes to social media and a tangible impact on the organizations ability to serve the community. The Red Cross receives on average 5000-7000 posts on social media daily, so how do they sort through all of the “noise” to collect valuable lifesaving data?
Rice Krispies, Special K, Corn Flakes, these are just a few iconic brands from Kellogg’s. I know for over 40 years I have enjoyed a bowl or two for breakfast. Established over 100 years ago, Kellogg’s is a household name in 180 countries around the world today. The company continuously delivers high-quality breakfast foods and attracts consumers through some of the best advertising and marketing campaigns in the consumer goods industry. During the summer of 2013 Kellogg’s wanted to run a 3 month, UK-specific social media campaign for their breakfast cereal Krave. The one difference from previous activities is they wanted to bring this campaign in-house. When bringing a campaign in-house Kellogg’s needed to make sure they had a way to track their KPI’s, and carefully align the social media metrics they were using to their organizational goals in a way that would contribute to the goals’ achievement.
“#Parentingquestion What are your teething baby survival tips?”, “How much #TV should I let my child watch? #Parenthood” These are just two examples of recent parenting questions that were sent out into the Twitter world today. More and more millennial parents are turning to social media for parenting advice. In fact, some reports have found that millennial mothers are two times as likely to seek parenting advice on the internet than to ask other people and as high as 50% of Dads use social media once a day for the purpose of parenting. Since the sources of parenting information online are endless and anyone can post anything, parents are more likely to come across information that is not evidence based, motivated by consumerism and even potentially harmful. For many years now, Ontario Public Health Units have been involved in the promotion of positive parenting. The mandate of the public health system is to improve the health of the population through activities that promote health, protect health, and prevent disease and injury. Guided by the Ontario Public Health Standards and their Agency Strategic Plan, Wellington Dufferin Guelph Public Health has made promoting positive parenting one of their 5 strategic program priorities. In order to do this effectively and reach the right people with the right information, social media involvement has expanded. Wellington Dufferin Guelph Public Health has an existing agency Twitter and Facebook page as well as successful program-specific social media accounts such as the Twitter, Facebook and webpage for the Circles Guelph Wellington program aimed at changing how the community thinks and acts about poverty.
Now if you use some sort of social media platform, it is highly likely that you have come across a Dove Beauty Campaign. These inspirational campaign videos aim to celebrate that natural physique of women of all shapes, sizes, skin types, and ages. With a goal to globally inspire confidence in women, this brand was brave enough to use a woman’s natural beauty to connect with its consumers – and it worked! Dove is using social media not only to advertise its product, but to change the way our society perceives beauty.
Social media experts know exactly what impressions, reach, klout, community growth and engagement mean. Although, these words seem familiar to us, they might not be for your CEO. One of the hardest challenges for social media experts is to quantify the monetary return on investment (ROI) of social media. How can you convince the investment with metrics that are unfamiliar to the upper management of your company? Social media wise, the infamous Formula 1 has been considered a dinosaur on social media, and it might have been because of its Chief Executive.
When looking through the most influential brands on the internet you’ll see the usual suspects: YouTube, The New York Times, CNN. However, right up there with them is one of the biggest sports brands in the world. No, it isn’t the NFL (though they do pretty well) but the WWE – aka World Wrestling Entertainment. How does a sports entertainment company based on staged fights based around staged feuds become one of the internet’s biggest influencers? There’s always a laundry list of reasons companies are successful, however one of the reasons the WWE is such a media machine is their social media savvy and prowess for tracking data.
Conversations, leads, engagement, reach, impressions, bounce rate, time on site, audience growth rate, response rate….. which social media metrics are meaningful to a campaign? After reading about 20 articles, I found that the more I study on this topic, the guiltier I feel. Because it makes me realize that I have been following some “vanity metrics” of my previous social media campaigns. People follow us, read our posts, and get our emails….. But can any of these metrics say that our audience will go further with us?
The definitive ranking of “Friends” characters. Which dog is your spirit animal? 17 reasons sleeping is the best. Chances are, if these (fake) articles sound like something you would see on your social media feed, you’re familiar with Buzzfeed. Ah, Buzzfeed; the place where you always seem to end up, when procrastination is calling your name. Come on, who could resist these tantalizing food-prep videos?
On Etsy, any of us can become a business owner. Have a unique homemade idea? Are you a knitting expert? Perfect. Time to start selling. Etsy has created a straightforward, simple platform to allow any individual a store front to sell their unique and homemade products. For the user, they have also created a simplified ability to track and monitor the traffic of the site and relate that back to social media practices and success. Fundamentally, the same practices that exist for multi-million dollar corporations are relevant to small business owners, including those who are making their own wares in their kitchen while the kids play outside. Compiling and observing social media metrics is one thing. Using that information to influence action (drive sales), or improve marketing decisions is another.
It’s safe to say that when German brothers Adolf and Rudolph Dassler first founded footwear and apparel giant PUMA in 1924 the world was a much different place. Computers, the Internet and social media were obviously not of concern whereas merely having reliable electricity to manufacture their shoes was. Fast-forward to nearly a century later and the game has changed in ways that would have once seemed unimaginable. In order to compete in today’s global marketplace companies need to have an online presence. While initially it may have been adequate to just have a corporate website, it is now becoming increasingly necessary for companies be active on social media. But merely participating in social media does not ensure success. Companies need to be analyzing their social media traffic and taking advantage of the insights that it can provide in order to ensure that their time and effort is providing them the optimal return on investment.