Social Media Metrics

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.

Hertz is one of the world’s leading rental car brands and the second largest in the United States measured by sales, fleet size and locations. It is also the largest worldwide in terms of airport locations with over 2,900 locations internationally. Top notch customer service is imperative to creating repeat customers, and the @Hertz Twitter handle has almost 60K followers. Hertz uses this as a joint marketing/customer service site. https://twitter.com/Hertz?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

Being responsible for product launching for a Global company I have seen first hand over the years how important it is for attendee engagement. In the past we measured success of a corporate event by the number of attendees along with feedback from a post conference survey. Today attendee engagement is measured at every contact point from registration, pre-conference event, and conference day and post conference and experiential is critical in ensuring an engaged attendee.

Understanding the benefits associated with establishing a strong social media strategy for your business is a little more complex then simply looking at “likes and comments.” As the importance of social media in our lives has changed from a want to a “must have,” the most successful companies are the ones who are using this massive traffic increase to help benefit their business. How companies use social media to engage their customers, product users and community in this day and age can be make or break. So how do business’s know how the masses are using their social media? This is where social media metrics comes in.

TVibes saw the glut of video sharing/storing/streaming sites and decided they wanted to create a new way for users to share their video. In addition to giving users unlimited video storage, TVibes, lets users create, what amounts to, their own TV channels. Users can upload their videos to a controlled audience, which can include family members and friends for personal videos, or the general public for anything else they’d rather share.

Marriott International is a successful global Hotel Industry that has over 5000 hotels around the world. Just in the United States there are over 1000 different Marriott locations. With so many locations and customers, Marriott is always being talked about so they started tracking the conversations. Marriott uses social media for business performance in many ways. One major way Marriott uses social media for business performance is by software programs the track online activity. A software program that has been beneficial for Marriott is called HYP3R, a geo-social marketing platform.

Nestled in Waterloo’s tech park, surrounded by beautiful nature lies one of Canada’s biggest software companies – opentext. It  started with three University students in 1991 – and has now transformed into a multibillion $ corporation with offices worldwide. It is no surprise that opentext, a company driven by commitment to technological innovations, jumped on the social media train right after the invention of Facebook in 2004. And with the growing access to WIFI and social networking services, the social media landscape of opentext just became broader. A massive website, accounts with Twitter, YouTube, LinkedIn, Instagram, Pinterest – you name it, the company surely has a presence. None of those accounts created millions of followers, but considering that the social media approach is specifically about enterprise information and content management, opentext is doing quite well to get their message out. When the company discovered the power of social media for promoting their services and products to the world, it didn’t take long to find out that it can also be used to motivate and engage employees. With the goal to make it as easy as possible to connect with team members, who potentially work in three different countries across the globe and need to solve problems quickly, even when one just started his day when it’s almost bedtime for the other, opentext encouraged employees to use traditional social media outlets before implementing internal equivalents.   While opentext’s social media team conveys the company’s messages to external audiences, the corporate employee communicators look after the internal audience. This includes writing emails to announce company news, employee stories and the management of the company’s Intranet, internal blogs and of course, social media channels.

When you have the warmth of a beautiful day, the soft sand between your toes and the stunning shores of Lake Huron, you have the perfect location and attraction to promote tourism. There is nothing better than walking on the boardwalk in Goderich, enjoying the beauty of the marina in Bayfield, touring around local food producers purchasing fresh Ontario grown food, eating at the amazing restaurants, and enjoying all the craft breweries and wineries that are scattered around Ontario’s West Coast. The Ontario’s West Coast (OWC) tourism brand represents Huron County, along the shore of Lake Huron. The County of Huron has a population of 60,000, which soars to 800,000 in the summer months. Beautiful cottages, B&B’s, motels, hotels and campgrounds are spread throughout the shores of the West Coast. Luckily for Ontario’s West Coast they knew enough to engage in social media and add metrics to their programming and promotion of tourism many years ago. If they weren’t using social media and tracking their metrics, they would be walking blind through the process of tourism. Huron County is home to approximately 60,000 people and a visitor destination to approximately 800,000 people a year.1 SOURCE: The County Planning and Development Department, “County of Huron Annual Tourism Report” (May 2012), 4.

Over 3.5 million photos were shared every minute in 2016 (Deloitte). Visual conversations are happening all around us. Our social feeds are filled with personal stories told through pictures on Facebook, Instagram, Snapchat, and Twitter. Within our pictures are gems of information such as brand logos, locations, activities, information on gender and age. Specific information such as how we are using products, when, where, with whom, and in which environment. In a more visual environment and with increased visual conversations, brands can no longer rely on text mentions alone for social media metrics, image analysis must be included.

Domino’s is one of the largest pizza delivery chains in North America. After having success with their “tweet-to-eat” campaign, the company has created a way to have pizza anywhere and anytime. Domino’s Anyware ordering system now lets customers order a pizza through any app as quickly as humanly and technologically possible (Perez, S. (2016, April).With the new integrated system, customers can order through Google Home, Amazon Alexa, office chat app Slack, Facebook Messenger, text, in-car systems, smart TVs, smart watch, Tweet, voice, or Domino’s proproetary Zero Click app. And if that weren’t enough already, Domino’s also promises more avenues for ordering in the future (Haar, J. (2017, November).  The ordering system is a great innovation system that creates customer engagement and gives the availability for sales at anytime and anyplace.

Building a business starts with a mission, an idea, a desire to bring a product or service to a wanting market. But what if you alone are the product, the marketer, the designer, and the administrator, a one-woman business band? How can you maximize your reach, market yourself, and cultivate your business in an effective, timely way? Luckily, social media platforms (Facebook, Instagram, Google analytics, Twitter) and their measurement systems have provided a relief in this entrepreneurial scenario, giving easy insights into potential target markets, post performance, reach, follower growth, and more. This technological milestone in marketing has allowed small business owners to reach a wider audience, gauge the success or failure of digital campaigns, and have a wide-angle view of potential consumers. The ease and availability of social metrics in these realms have also made it possible for individuals to pursue their areas of interest, making careers out of things they love to do. Nancy Silverman, a Toronto-based yoga instructor and Kombucha expert, did just that.

Worldwide, many people were shocked by the outcome of the U.S. presidential election of 2016. It’s been just over one full year since Trump’s electoral win and, although the race between Trump and Clinton was close, many of the electoral polls forecasted Clinton as the likely winner of the 2016 election (Perez, 2016). While the outcome of said election left many data scientists confused, many social media analytics firms are claiming that their measurements would have been a much better predictor (Perez, 2016).

Understanding the ways social media works for a business is so much more complex than simply considering a post’s “likes” or clicks. As the importance of social media in our lives becomes increasingly clear, it’s no secret that the most successful companies out there are the ones that properly align their business objectives with their social media tactics. The influence social media has on customers is endless, from impacting sales to increased customer satisfaction, so it’s no wonder, then, that those companies who fail to include social media metrics as part of their objectives find themselves falling behind.

Graduate business school recruiting is a high-stakes game, considering students may easily pay $100,000+ for an executive MBA program. And with 6,000 business programs around the world vying for top candidates, higher ed marketers need every advantage to reach prospects. Until fairly recently, marketers have concentrated on email campaigns to generate leads among known prospects – a hit-and-miss strategy since many prospects either don’t share their email address or don’t open the messages they receive. Social media has provided business schools with new ways to reach potential candidates. According to GMAC’s 2016 mba.com Prospective Students Survey Report, 96% of prospective students use social media and 67% use it to learn about graduate education opportunities. LinkedIn is proving to be marketers’ digital platform of choice for reaching high-quality candidates. With its emphasis on professional connections and career advancement, it’s a natural gathering place for those who might be most interested in prestigious business programs. In addition, a recent study showed that for half of the respondents “friends, family and peers were most influential when considering further education — second only to the institution’s website. And professional networks were twice as influential as personal social networks.” And as candidates look to their LinkedIn connections for guidance, marketers are able to engage prospective students through relevant content and gradually encourage them to move through the enrolment funnel.

Sun Life Financial runs many social media campaigns and uses many different methods to track their efficacy with social media metrics. The purposes of their campaigns ranges from creating brand awareness, having people consider one of Sun Life’s products or services, or conversion. Conversion would mean that a client has taken an action such as: set up a meeting with an advisor or downloaded an app. (A. Guselle, personal communication, November 13, 2017) By using the tools at their disposal, such as the analytics that are available within the social media platforms, Sun Life is able to demonstrate how the social media team is reaching their goals.

The hashtag is not a new trend on social media anymore. However, if you’re new to the social world hashtags are something to get familiar with. You may think the pound sign (#) is only meant to be used when you check your voicemail, but it actually has a completely different meaning when it comes to social media: meet the hashtag. (MacDonald, 2017) Hashtags play a crucial role in developing interest in your social media accounts and are used on a number of social media platforms, most commonly, Twitter and Instagram. Including a hashtag with your posts helps to categorize content for your audience. From a user perspective, hashtags allow people to find posts that are relevant to their interests and interact with other social media users who share those interests by joining the conversation about hashtag XY. From a business perspective, it is your chance to be noticed in such conversation and establish your company as a voice for certain topics. Knowing where, why, and how to hashtag can change your social media game and presence tremendously. (MacDonald, 2017) Using a third party platform called Keyhole can do just that.

It has been through world wars and countless other global conflicts, and survived depressions and recessions along the way. Through it all, the Globe and Mail has faithfully delivered the news to Canadians since 1844. But with the advent of the World Wide Web in the 1990s, traditional newspapers like the Globe suddenly faced the prospect of a world of information they didn’t directly control. Instead, it was now the readers who began to choose how, where and when they consumed the news. And it became clear fairly quickly that readers were shunning print-based publications for news served up on a digital platter. In fact, between 2000 and 2015 alone, print newspaper advertising revenue fell from about $60 billion to about $20 billion, wiping out the gains of the previous 50 years. The digitization of the news threatened the very existence of venerable newspapers around the world, including the Globe. While not without its digital scars, the Globe today is enjoying a resurgence of sorts. It is thriving with its online content delivery and it’s using the rich data provided by social media metrics to help shape its content and brand strategies.

Benefits of using Social Media  Before taking a dive into Social Media channels such as Facebook, Twitter, and YouTube, businesses should create a Social Media strategy that begins by defining who their target audience is. Businesses that do not do their due diligence in creating a strategy will not be successful if they rush to set-up profiles and post without knowing their targets and what channels to use to reach their audience. According to a report published by Texas Tech University, brands who engage on social media will improve brand loyalty and businesses should use all tools that Social Media offers when connecting to their audience. For teenagers Twitter and Instagram are the most used tools in Social Media. Social Media is a great Marketing digital tool that can revolutionize outreach, visibility and marketing initiatives for small and large businesses and not too many companies are using it. Companies need to learn how to gauge how their Social Media tactics are performing and how to measure this. Currently big and small businesses are realizing the huge benefits of Social Media and its increasing importance in the race to stay relevant and attract new customers. Prior to the age of Social Media, many years ago “the Secretary” was the first point of contact between companies and customers; today that role is replaced by websites and the Social Media revolution. 2014 FIFA World Cup™ FIFA awarded Brazil to be the host of the 20th FIFA World Cup™ on October 30, 2007, as a global event the preparation of a FIFA World Cup™ began many years before the tournament, some of the key topics that a host country must review are, infrastructure of the stadiums, transportation, logistics of the event, and to create a brand. FIFA’s Social Media Explosion In order to provide a worry free web user experience of the World’s greatest sporting event to a demanding, global digital World Cup audience FIFA created a Global Stadium. FIFA’s key scope was to increase global audience, reach and enhance engagement of all FIFA’s platforms, using FIFA.com. Global stadium a revolutionary and innovative live social internet hub that is available throughout tournaments at FIFA.com and FIFA App. Fans were able to get closer to the action during Brazil 2014. The Global Stadium provided a singular destination to FIFA fans and created a great reach across the planet. With Billons of hits on Social Media Channels generated… Read more »

Social Media Metrics? TechTarget defines Social Media Metrics as “the use of data to gauge the impact of social media activity on a company’s revenue”.  The main goal of social media metrics is to determine the impact of social media on a company’s goals. There are many social media metric tools available now but which ones should you use? And when you use them do you know what they are used for? What are they measuring? How do they impact your company? I have discovered these questions to be quite confusing and I end up feeling unsure of even where to start when I think of measuring social media efforts.

HubSpot is a developer and marketer of software products for inbound marketing and sales. It was founded by Brian Halligan and Dharmesh Shah in 2006 HubSpot offers a full stack of software for marketing, sales, and customer success, with a completely free CRM at its core. They’re powerful alone — but even better when used together (hubspot.com)  

We all have a story to tell. It could be one of personal hope, sacrifice, mentorship or despair. Others could be told from numbers or raw data – the stuff that drives work and project results. As social media becomes a more popular medium of communication and an avenue for influence and story telling, it’s the metrics that tell a bigger story and help to validate the hard work of a communications department.

CordCruncher: It’s simple, it’s easy, it makes sense! CordCruncher is a tangle free technology to all types of cords.  Products in their line include Tangle-Free Earbuds and Tangle-Free USB Chargers.  In partnership with Mel B, celebrity from the former girl pop group Spice Girls,  the following video explains more about the product and how their revolutionary technology works. CordCruncher knows the importance of social media and measuring metrics.  According to Aaron of Loyalty Solutions Digital Solutions Inc , third party digital service provider for CordCruncher, “measuring social media metrics of what was working and what didn’t work is important to understand customer’s behaviors”.

When I first started this course, I admittedly knew absolutely nothing about how to derive true value from social media.  I knew it was valuable, I knew there were tonnes of organizations profiting from using it, I just didn’t know where to look or what I was looking for.  I’m generally a pretty practical person – I want to know how and why A + B = C.  As a result, this article is essentially me interpreting what I learned during my foray into social media metrics. Social media has, as we are discovering, infinite possibilities and uses.  The ability to connect online to wide audiences, garner feedback, share offerings and information, and observe trends are just a few of the important ways social media is changing the face of business.  Despite all of these incredibly beneficial uses, some businesses and people still have trouble seeing the true value.  These people are “numbers” people – they want to see the pudding.  They need to know exactly how the money and time they are investing in an endeavour are turning into profit – completely understandable in the context of running a successful business.  So how does one turn something so vast and infinite into something that is measurable and valuable?   There are some important measurements to be mindful of called Social Media Metrics.

If there was a brand that is strikingly representational of the success of the millennial generation, through being an entrepreneur, believing in community, authentic conversation, and utilizing social media to create an industry leading company, Glossier by Emily Weiss fits that bill. The company was cultivated in a very “millennial entrepreneur” manner, and the use of social media metrics has been a critical component in helping to develop and build a successful platform to reach and engage their community across a multitude of platforms (Milnes, 2017). How companies use social media to engage their customers, product users and community in this day and age can be make it or break it; or at any rate, have a huge impact on their relevancy in the market and their industry. It is well discussed by course material for the Social Media for Business Performance at the University of Waterloo, of the use of social media in relation to an organization’s goals: “The starting point for all metrics is the goals of the organization. The metrics that are identified for each area of the organization should stem from these goals. Your social media metrics should be carefully aligned with your organizational goals, driving social media behaviour that will contribute to these goals’ achievement.”

Nowadays online video content is a big part of social media. According to Cisco Forecast video will represent 80% of all consumer-based Internet traffic by 2019. So there is no surprise that businesses spend more money on video advertisement. According to Business Insider video will account for 41% of total desktop display-related spending in 2020. The two top platforms for video advertisement are Youtube and Facebook. In January 2016, Facebook announced that people watch 100 million of hours of video a day. In February 2016, Google’s CEO reminded its investors that Youtube users watch hundreds of millions of hours of video a day. It was indirectly pointed out that Youtube users watch more videos than Facebook users. So what is the difference between Youtube and Facebook?

Budget Marine is the Caribbean’s leading marine chandlery with retail locations throughout the Caribbean.  Budget Marine has an active marketing presence via their website, Facebook page, newsletters, email blasts and ads on affiliate websites. While big in the Caribbean, Budget Marine is relatively small in terms of human resources.  There is one department, called Group Services, located in St. Maarten, which provides marketing support to all locations throughout the region.