Forrester: If You Think Social Media Marketing is Worthless, You're Doing it Wrong. Has your company spent seemingly countless hours tweeting on Twitter, networking on Facebook and writing the company blog? Have you found yourself wondering if it's all a waste of time? Maybe that last Facebook fan page contest saw fewer entries than you'd hoped for, or that last Twitter-only coupon had fewer redemptions than you'd expected, but perhaps that's not all that matters.
According to the the latest report by analyst firm Forrester, many people are looking at the face-value dollars and cents of social media marketing and, put simply, they're doing it wrong. Beyond clicks and coupon redemptions there lies a case for social media marketing that shows its value is well beyond what we see on the surface.
Analyst and report author Augie Ray writes in a blog post this morning that traditional measurements of success for return on investment in social media marketing lead to an incomplete picture. 13 Truths About Social Media Measurement | Brand Elevation Throu. How To Create Measurable Objectives | Brand Elevation Through So. Social Media Toolkit. The barrier for getting started with social media is low, it’s dependent on your involvement level, objectives and goals. The facilitators of the message, our tools, are the key components that make it all work. They are the tools in our digital toolkit that every strategist, marketer and PR professional should already be learning and using.
The sole purpose of these tools are to; create, manage and distribute content, build awareness, drive traffic, connect with our customers and hopefully turn a lead into a prospective sale. Tools for your social media toolkit can be broken down into the following categories: Your Black Box – The flight data recorder for the Web The default tool in any toolbox always starts with Analytics. Listening: monitoring the social web and beyond If you’re a PR professional or marketer who uses social media for marketing purposes, you need to be able to listen and monitor your surroundings for conversations about your clients and their respective brands.
Number of Twitter followers is the most overrated metric in soci. Seriously, it’s total bunk. I know because I spend WAY too much time tracking my referral traffic from Twitter, and the people that send that traffic here via tweets and RTs. Two examples of how # of followers can be deceptive: 1 – Several months ago a member of Twitter with 70K followers tweeted a link to one of my posts.
I got a grand total of 3 visitors from that tweet. I checked, and the guy was following 80K people. When you try to follow everyone, you usually end up following no one. 2 – Last year, @ShannonPaul RTed a link to one of my posts. This is why I think there is WAY too much emphasis placed on number of Twitter followers that a person has. So if # of followers doesn’t count, how do you define influence and authority?
Look, I’m not saying how many followers or subscribers or friends you have is totally worthless in determining how much influence a person has. 1 – Total readership of the blog. 2 – Level of interaction on the blog. Facebook Grader | Score Your Page. 10 Hacks to Mine Your Google Analytics Data Deeper | Daily SEO T.