The Analytics That Matter To Facebook. Analytics inform design decisions, but be wary of becoming overly data driven.
That’s the way Adam Mosseri, product designer at Facebook, describes how the social media giant uses data to make design decisions in his presentation, Data Informed, Not Data Driven, at UX Week 2010. Watch the video below: But before delving too deeply into how Facebook uses analytics, Mosseri starts with who makes the decisions, or how the decision-making teams are structured. Here’s a rundown of how project teams are structured at Facebook: Small teams of six or seven people. Teams are made up of the following people: Product designer. These teams use and store large amounts of data. Although the investment and use of that data is important to the team, it’s used cautiously to inform decisions. Optimizing Small-Yet-Critical Interactions Facebook uses data to optimize workflows and interactions.
…we recently, about two months ago, replaced our photo uploader. Identify Pain Points Set High-Level Success Metrics. 6 Ways to Measure Your Social Media Results. How much time are you spending on social media?
Can you tell if it’s helping sales? Wouldn’t it be nice to have a framework for measuring the impact of your social media efforts? That’s where Susan Etlinger’s new research for the Altimeter Group comes into play. Susan did qualitative research with 60 social media marketers and vendors to understand how businesses currently measure their social media performance. Her goal: to develop a framework for tying social media performance to business goals. NOTE: Because Susan’s original research targeted enterprise-level companies, I interviewed her to add some small business insights.
Start with your strategic goals Business owners who see great social media success tie their technology choices to their strategic goals. Make sure to start with your business goals when choosing your tools and measures. Etlinger advises all businesses follow this process, but particularly small businesses that have limited resources and less tolerance for missteps. I Like You, But Just Not in That Way Brian Solis. InShare253 Part 7 in a series introducing my new book, The End of Business as Usual…this is not content from the book, this series serves as its prequel.
You like me, you really like me! Not so fast. Businesses are using social media to earn Likes and Follows, engage with customers, and the more progressive brands, are extracting insights from social and interest graphs to improve and personalize experiences and products. The quest for a larger install base of social consumers is admirable and quite honestly, necessary in a new era of empowered consumerism. The importance of the 3F’s (friends, fans, and followers) does not lie in the initial conversion from consumer to connected consumer. Begin the Beguine: What does fan really mean? Let’s begin the beguine. In June 2011, ExactTarget published a revealing study that shed light on the discrepancy between how brands and consumers interpret the act of liking.
Likenomics Consumers 25 and up expect something of value in exchange for their Like.
How Top Brands Measure Social Media Success. A while back I reached out to friends in the Social Media organizations at Ford, Comcast and Dell.
(Yes, you know their names, but never mind that.) I asked each of them to provide me with one overarching statistic or chart that they used INTERNALLY to talk about Social Media ROI. Keep in mind the cardinal rule here: I only wanted ONE metric, i.e., the one that seemed to count the most. Each of my contacts assured me that there were many other things being measured as well. At Ford, they talk about Social Media’s impact on Brand Perception: At Comcast they were keen on the idea of Customer Satisfaction: And at Dell – which now literally employs Social Media ninjas – they talk about Social Media’s benefits in terms of increasing Customer Loyalty: Each of these metrics has a profound impact on purchase consideration and ongoing sales opportunities.
What these brands don’t tend to think too hard about?