Frameworks for measuring social media effectiveness
I am fortunate in that I get to spend a lot of time with clients on a daily basis and my current portfolio includes 86 agencies. One increasingly frequent topic of discussion at meetings is measurement, ROI and social media in particular.
*For more guidance on social selling, check out our quick win, What is Social Selling and Why is it effective?, which includes detailed advice and activities on the B2B social selling platform LinkedIn. It will help you locate, connect and engage with mre if the right type of people and how to turn them into paying clients.*
Amongst clients across varying sectors I see a lot of focus on owned channels, and I believe the potential of big data enabled by social media is often underutilized. What’s more, with in-house teams growing their own capabilities, agencies will need…
How to leverage the power of social media analytics to expand your audience
These days, if you are looking to expand your audience, you should definitely try your luck on social media, simply because everyone is there. However, the problem with being present on social media, and using it to reach out to your audience, is that it can eat up a lot of your time. For instance, if you have a killer post that will provide value to the readers, you will need to come up with a headline that will grab their attention, which is usually very divided, as well as find an image that will reel them in, maybe even include hashtags, and so on.
To make matters even worse, it's a shot in the dark, because even if it works like a charm, you will have no idea whatsoever why it worked.
According to Arthur Mitchell, who is the…
New research from the DMA shows that only 48% of marketers agree that social media gives them any return on investment.
A report from the DMA on social media's place in marketing reveals some very interesting trends, but not all of them are positive. Although the vast majority (77%) of marketers are using at least one social network to promote their brand, that doesn't necessarily mean they are getting the most out of social or generating significant ROI from it. The research asked some 111 marketers from a mix of large B2B and B2C companies questions regarding their use of social media. We have also just undertaken our own research in 2017 with a much larger sample size (609) and found a big divide in how marketers view the effectiveness of social media marketing.
Which channels are used most for marketing?
As a rule of thumb, marketers will generally gravitate to the channels…
Chart of the day: Content marketers are changing the social metrics they use to judge their content
Social Media Matrics, such as Facebook shares, video shares and retweets on Facebook are becoming increasingly important for measuring content marketing success.
Recent research by Newswhip found that there are some social metrics which are becoming less important, such as Facebook likes and Instagram likes.
The research shows that shares are overall becoming much more important than light-touch interaction, such as "likes". Marketers value shares far higher and measure the success of their content on such metrics as they represent more important engagement and reach.
In the same study, they found that a lack of people resources and financial resources (lack of budget) are the biggest barriers to social content distribution.
Sample: 250 publishing, PR and Marketing professionals
Use these Social Media Analysis Tools to better understand your customers
With the advent of digital marketing trends, social media analysis has become crucial to monitor the multitude of audience interactions towards the different products and services. Today, there are more than 500 tools in the market to measure a campaign’s performance on the different social media platforms. By 2020, the size of social media analysis tools in the market is expected to exceed 5 billion dollars. Before this happens, here are five of the best tools of today that will help you manage your social media channels more effectively:
Keyhole is an all-in-one social media analytics platform that tries to spare users from the hassle of manually switching from one tool to another. It takes note of the keywords users provide across several platforms, and then follows the…
Updated report shows the why, what and how of selecting social listening tools
‘Listen first!’ is the first step in almost all advice on creating a social media strategy. To listen effectively you need to choose the right tool. There’s certainly no shortage of choice. Back in 2009 (and updated since) Smart Insights created a comparison of 36 of the best-known online reputation monitoring tools including free and paid tools. Since then, there has been an explosion of new tools on the market, making the selection process now even more bewildering. Our free tools guides has a select number of services.
[si_guide_block id="70611" title="Download free resource – Essential Digital Marketing Tools" description="This guide will recommend the best types of tools and the most popular alternatives in each category based on our experience and talking to other marketers."/]
In order to enable companies and individuals to make effective decisions about the selection…
Businesses need to properly measure social ROI, or stop wasting their time on it.
What's the point in doing something you're not sure is going to work? Well there's plenty of good reasons. You might have a great feeling about it. You might feel like you have to give it a try, or else you'll never know. You might think failure is just success in progress, or other nice luvie dovie sentiments, and honestly believe you'd better give this thing a go and if it doesn't work then it's just a great learning experience.
All perfectly noble reasons. However, what usually isn't a good reason for doing something is because everyone else is. Yet that seems to be the picture we see when it comes to brand's use of social media, according to marketing consultancy the Brand Gym.
Shockingly, 62% of brands are only using social media because it makes them look…
Social media strategy and planning essentials - Recommended dashboards and tools for creating social media marketing reports for different reporting periods
This is part 8 of my Smart Insights 12 part social media series. In the last part we looked at resource planning for social media; in this blog, I discuss what data you should capture and report to measure the impact of your social media marketing campaigns.
To frame the conversation, I’ll cover four different type of report:
Weekly KPI report
Monthly roll-up report
Quarterly strategy review
Reporting scope and goals
It’s important to understand the context, and limitations, for reporting. The data you have access to depends upon your business resources and scale of social activity. For example, many small businesses don’t have subscriptions to social media monitoring tools like Audiense and Buzzsumo, so won’t be able to include data from these in their regular reports. Focus on what data you…
A study by YouGov in association with Internet Advertising Bureau (IAB) has found that ad blocking use has declined between February and July, previous to that ad blocking software use was increasing.
The fall of 0.5% between February and July, which is from 21.7% to 21.2% came from a representative sample of 2011 adults aged 18+ in the UK.
The findings are announced as Facebook are taking action to stop ad blockers from working on the social network, which works by making the ad blocker unable to tell which is advertising content or isn't. Facebook also isn't the first website to trial anti-ad blocking software and it probably won't be the last. Another study found that ad blockers are actually breaking the internet, for example the research by Oriel (a technology company) reported problems with the British Airways website and with Vodafone's site too.…
The way people use social sharing is changing markedly. Does this mean the 'collapse of context'?
That we see changes in the way people use social networks is hardly surprising since social media demographics have changed. Networks once dominated by teenagers are being 'invaded' by the middle-aged and elderly. The fastest growing segment on Facebook is the over 65s. Not just that, the very college students that started out as Facebook's core user base are now in their 30s, and probably settling down, starting to have kids.
But some of the ways Facebook is changing could prove to be a threat to the very characteristics that make Facebook so successful. The latest figures on social sharing from GWI show what Facebook itself calls the 'collapse of context', where people are sharing far less about their personal lives, and instead tend to share things not personal to them, such as news articles.
The number of…