Social media content developers and strategists are often tasked with the seemingly ambiguous task of increasing brand awareness. While ambiguous, this task is not impossible, and many large firms rely on in-house metrics tracking to determine their success. Smaller businesses typically turn to social media companies to manage their strategy and analytics. When determining which metrics are worth tracking, it’s imperative to have a clear business goal or objective. Call it the observer effect – you don’t know what you’re going to get until you measure it.
When Social Media was in its infancy many managers (I am guilty as well) felt, how do we limit this distraction in the workplace? Work is a place to contribute to the organizational goals and sales, in other words, to ensure there is a return on the investments being made. Well despite early avoidance there is no doubt that Social Media is a powerful tool and can contribute to an organization’s success. But how do we know? The simple answer is to calculate the return on investment from Social Media. No matter what industry that you are involved in, it is vitally important to be able to explain simply why the agency/organization should invest in any particular tool. Social Media is no different and social media metrics can help you do that. The Nottawasaga Inn is using simple metrics to track their progress. When it comes to Social Media metrics there are seemingly endless possibilities as to what you can measure. However, the key is always to identify the business outcome you are trying to achieve. This will drive determining what you should be measuring in order to identify if you are reaching that goal. In Swift 6: Measuring your social media success a number of key metrics are defined. These range from the size of your audience to the response rate to customers. Again the business objective should be identified and then the measurements you will track to provide information as to whether your activities are moving you towards that objective.
Although social media metrics are relatively new to organizations, more and more companies are seeing the value of tracking online engagement and measuring key performance indicators (KPIs). Intelligently analyzing social media data can be used for insights in a verisimilitude of functions within the organization such as customer service, audience research, product development, human resources, marketing, communications—the list could go on. Think of social media like a car and the metrics as your navigation system. Sure you can drive a car without a GPS, but it sure is handy to have one. The great thing about social media for business purposes, is that feedback and data can be precisely measured. Without digging too deep into data, I can see: how many people have clicked on a post how long they have viewed it the peak time for engagement where people are located their age sex education (primarily available when measuring LinkedIn data) It is amazing—and slightly creepy. With this information, I can make improvements on the next campaign, replicate successful strategies and relay insights to colleagues in various departments. For this reason, companies like Microsoft are investing more in digital campaigns and hiring social media experts to monitor engagement and report on results.
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.
Today’s marketing landscape is ever changing, and with it, the way we engage with our customers. It is no longer about selling a service or a product; now it is all about the customer experience. Companies like T by Daniel, a Brampton based tea house, strive to provide a genuinely exceptional experience for each and every person they meet. Lovers of tea, fashion and especially people, Daniela and Renata Lewis had a vision to start something that could speak to all generations and could bring people together 1. It began when Daniel Lewis overcame a tragedy and used his new found passion for life to follow his dream with his loving wife by his side. “From the moment a person walks into our store, our immediate goal is to wow them” says Renata Lewis, co-founder. Their friendly staff focus on getting to know their customers, whether in person or online.
Title of Post: The Man Your Man Could Smell Like – how Old Spice capitalized on their social media engagments Organization: Old Spice Industry: Consumer goods CEO: David S. Taylor Web references: Old Spice, TNW News, Digital Buzz, YouTube, Facebook, Twitter It shouldn’t come as a surprise to anyone that Old Spice has had one of the most successful and famous… Read more »
Learn how Diply.com is taking the internet by storm.
Company: Vidyard Industry: Video Marketing & Analytics Technology Co-Founder & CEO: Michael Litt & Co-Founder & CTO: Devon Galloway In light of Canada’s Birthday, I thought it appropriate to write about Vidyard, one of “Canada’s most successful ad tech startups“. After a great day of celebrating Canada with friends and family, and shaking hands with the possible future Prime Minister of Canada, Justin Trudeau,… Read more »
Organization Name: Sweet Temptations Cupcakery Industry: Cupcake Shop; Bakery; Vegetarian & Vegan Restaurant Name of contact if available: Jacqueline (Jakki) Prince, Owner Web references: Sweet Temptations, Facebook, Twitter, Instagram Description of how social media is used for business performance: May we tempt you with a cupcake from Guelph’s very successful cupcakery, Sweet Temptations? Located in the South end of Guelph,… Read more »
Into the JetBlue Sky Social Media darling JetBlue airlines has been at the forefront of social marketing since 2007. Ever since inclement weather grounded most of JetBlue’s planes and passengers were trapped in their seats for hours. Then, social media was still in its infancy and it wasn’t used by companies to interact with their customers or to manage “image… Read more »
While companies agree social media is great for creating awareness and engagement, they are struggling with how to evaluate the effectiveness of their social media campaigns. Currently, most companies are using a variety of metrics to measure diverse campaigns across multiple departments. Social media metrics is generally measured in two ways: ongoing analytics and campaign-focused metrics. Ongoing analytics, which track activity over… Read more »