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Online communities have been around for as long as the internet itself, but the path technology has travelled in the last decade means the options for what you can offer and what you can do with them today have exploded. Despite this, they’re still viewed as a bolt-on or feature of a brand’s web presence. This has led to what’s been termed as the “ iceberg effect of community management ”.
Source: Shutterstock Social Networks are among the most powerful examples of socialized media. They create a dynamic ecosystem that incubates and nurtures relationships between people and the content they create and share. As these communities permeate and reshape our lifestyle and how we communicate with one another, we’re involuntarily forcing advertisers and marketers to rapidly evolve how they vie for our attention.
Summary Over the past few months, Twitter has experienced explosive growth, attracting celebrity users such as Oprah, and a growing mountain of media and blog coverage. Sysomos Inc., one of the world's leading social media analytics companies, conducted an extensive study to document Twitter's growth and how people are using it. After analyzing information disclosed on 11.5 million Twitters accounts, we discovered that:
I think most community experts would agree that active community management and ongoing strategy are vital to a community’s health. However, I don’t know if anyone has been able to fully quantify the impact using actual community metrics. Until now – when I decided to analyze some of the 2008 data for my former community during the period of active management and the period of passive management. I was the community manager for a professional community from January 2007 through July 2008.
If you want to be able to track the success of a social media campaign (and for that matter any online marketing campaign) you have to benchmark and measure against something. If you want to start a social media campaign tomorrow then you need to make sure you have the tools and metrics to measure, today. You can’t just use a tool that gives you a snapshot of your overall social media presence, you need something with numbers that you can compare and benchmark against. This is what corporations and executives are looking for. Keep in mind that there plenty of other things to measure that don’t have a specific quantifiable number, however the focus of this post is just on quantifiable metrics and the tools to measure those metrics. First thing’s first, outline all of your goals and expectations and make sure you understand them.