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Social Media Marketing: Social metrics from “likes” to ROI

March 8th, 2013
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Despite Super Bowl ads promoting the misconception that social media marketing is full of clueless hipsters, the social media marketing channel provides a wealth of data marketers can use for analytics to optimize and improve campaigns.

Jay Baer, President, Convince & Convert, in his keynote presentation at the recently held MarketingSherpa Email Summit 2013 in Las Vegas, even made the case that email marketing and social media marketing are similar in three main areas:

  • Operations and measurement
  • Channel and audience
  • Message and content

Jay went on to describe social media as email “with a fresh coat of paint.”

So, if you accept Jay’s analysis – and he makes a very sound point on the topic – email, the elder statesman of digital marketing, and social, the new kid on the block, are more similar than different.

When you take “measurement” from the first bullet point in mind, email metrics are likely fairly ingrained for most marketers – open rates, clickthrough rates, unsubscribe rates, list building, etc.

To take a closer look at social media marketing metrics, I turned to the recently published MarketingSherpa 2013 Marketing Analytics Benchmark Report and found this chart:

 

And, here is commentary from Brad Bortone, Senior Research Editor, MECLABS, and editor of the report:

HOW ARE MARKETERS TRACKING SOCIAL MEDIA MARKETING METRICS?

Despite the fact that only 48% of surveyed marketers tracked social media marketing metrics, those who did were tracking a wide breadth of social tactics, with social reach (e.g., total followers, “likes,” etc.) being the most reported at 61%. This is likely the highest performer because these metrics are obtainable directly from the social media outlet in question.

This immediacy was beneficial to Mary Morel, Director, The M Factor Pty Ltd, who said social media enabled her the ability to, “concentrate most on regularly providing valuable information to build brand and watch Facebook stats, Twitter followers, Google Analytics, e-newsletter opens, subscribes and unsubscribes, and blog stats.”

Likewise, traffic referral data (49%) is information available from the social media outlet, and from link-tracking tools.

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