Factsheet: The U.S. Media Universe. Login. Making Data Relevant: The New Metrics for Social Marketing. Prashant Suryakumar is a Social Media Engagement Manager at Mu Sigma and is currently focused on social media analytics. This post was co-authored by Dhiraj Rajaram, the founder and CEO of Mu Sigma. Social media has come of age. Marketers now have the ability to augment their traditional marketing approaches with rich behavioral and activity-based targeting that should increase marketing ROI significantly. However, businesses are facing an uncomfortable truth: There are no “best practices” for measuring a successful social media campaign. Crowd behavior is dynamic and context-specific, and it is difficult, if not impossible, to build a “one size fits all” solution.
A structured approach to capturing, measuring, analyzing and refining marketing strategies in near real time is essential to executing a successful social campaign. Initially, however, companies need to invest in infrastructure to make such a learning cycle possible. Invest in Data Real-Time Monitoring Sentiment Analysis Conclusion. Holykaw.alltop. 3 New Knowledge Layers About Twitter. They say that life is like peeling an onion. Every time you think you understand it, a new layer is peeled, revealing more about the onion. Recently two separate documents — the Pew/Internet study on Twitter and an Ad Age article on Twitter trends — shed new light on the social network and its use.
While the Pew report was well discussed, there were a couple of critical points which were overlooked. Here are three takeaways from the two studies: 1) Approximately 1/2 of Twitter isn’t listening. Consider the above chart from Pew. That means a lot of accounts broadcast without two way dialog. 2) People care less about celebrities on Twitter than one would think. 3) The digital divide is falling on Twitter, according to Pew’s research. Conclusions This news (particularly points 2 and 3) is great! It’s also encouraging to see that Twitter has become a leading information exchange for minorities.
Klout Now Measures Your Facebook Influence. Facebook, Twitter and blogs more popular than email, report says. Caterpillar Cowboy: How Facebook will win the Internet and why that scares the shit out of me. (This post is a longer take on the things mentioned here and here.) Pre-condition #1: Identity Facebook, with the release of social plugins, has officially announced that they believe they are the Internet’s digital identity system*. How so? Their new social plugins — Like buttons, Personalized widgets, site-wide toolbars — all assume that you arelogged into Facebook all the time. No one has ever made an assumption like that before, and it dramatically changes the game. [Update: My old boss Ted reminds me that Amazon Associates widgets also assume you are logged in, to show you personalized ads.
Pre-condition #2: Traffic Everyone wants traffic, and nobody has more of it than Facebook. Scary Result #1: Ad network domination Given pre-condition #2 (traffic), Facebook Like buttons are going to be everywhere. What does this mean? Scary Result #2: We know what you buy A Facebook credit card is different. Scary Result #3: We know where you are. Altimeter Report: The 8 Success Criteria For Facebook Page Marketing. Report Snapshot (full report embedded below)Altimeter Group conducted research, and gleaned input from 34 vendors, agencies, and experts, to determine success criteria and develop a roadmap for Facebook page best practices. We found Eight Success Criteria for Facebook page marketing, and then tested the maturity of 30 top brands across six industries. Our heuristic evaluation revealed that brands fell short – nearly half of the brands we reviewed (14 out of 30) did not fully leveraged social features to activate word of mouth, the hallmark behavior of social networks.
Within this immature landscape, a few brands were on the right track to successfully harnessing Facebook page marketing. Brands like Pampers, Macy’s, Kohl’s, and AXE increased engagement and activated word of mouth through advocacy and peer-to-peer interactions, or solicited business call to actions that result in transactions. How should brands approach their Facebook page marketing? We asked the experts. Related Links.