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Measuring social media: A step-by-step guide for newbies

By Alexandra Reid

Over the last two weeks, I have taught our readers how to grasp the basic concepts required for monitoring and managing social media so they can be more effective in marketing their businesses on these channels. As the last in my three-part series, this post discusses how to measure the information received through the first two processes to provide actionable insight required to carry out successful, long-term social media strategies.

In earlier posts, I explained how to develop a social media strategy and carry it through and how to track social media efforts and reach your benchmarks. Your strategy should include your social media goals, determined by analyzing your business to decide what you want and are able to achieve through social media and what you are able to offer your audiences as well as other businesses to understand what they are doing successfully so you can compete. You can also look at reports and other key benchmarking data, provided by organizations such as MarketingSherpa, MarketingProfs and Forrester. Your strategy should also include your plan for measuring success, laying out your key performance metrics and how you will collect and analyze the data. I suggest you read these posts first to provide you with a good starting point for today’s discussion. This post will provide details on how to actually measure social media, including tools and measurement methods we employ.

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How to track social media efforts and reach your benchmarks on a startup budget

By Alexandra Reid

As in all marketing efforts, establishing benchmarks and measuring metrics in social media are fundamental to determining success.

Benchmarks are the standards against which all measurements and metrics are measured. In order to determine if a social media strategy is effective, businesses must establish their desired outcomes and what it will take to achieve those outcomes. To track progress, key performance indicators, including competitive performance metrics to reach these targets, must be determined. But how do you determine benchmarks and which data points require measuring? And, more importantly for startups, how can you measure and track these metrics consistently to ensure targets are being reached on a limited budget?

The difference between metrics, measurements and benchmarks

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Google is your homepage: Startup steps to SEO

By Alexandra Reid

To break the ice at a recent IABC Ottawa event that dealt with measuring online marketing, Alex Langshur, President of PublicInsite, displayed the Google homepage on an overhead and asked the audience what it was. People shouted out the obvious answers like, “That’s Google of course,” and, “It’s a search engine,” but no one was able to provide Langshur the answer he was looking for. “Google is your home page,” he said. “These days, it is all about search.”

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Recent Comments

  • Social Media Best Practices for Brands: 6 Keys to Getting Started - LaunchSquad : [...] to the strategy. If you’re working with a client, consider how to incorporate both of your goals and expectations for checking in on progress and reporting results. Maybe you both envision serious collaboration. [...]

  • Francis Moran : Hi, Jo. Thanks for the comment. I had hoped to attend the conference but it was sold out. Maybe next year. Not sure if your collaboration comment was directed at me or CCDI. If me, please drop me an email at francis@francis-moran.com and tell me more about what you have in mind.

  • Jo Head : I share your disappointment with the Expo - it was barely reflective of the ambition of the organisers and not at all reflective of the excitement, passion and creativity that I have come to love. I thought I was going to the Expo and booked the conference in error - the biggest & best mistake I have ever made. I feel inspired to see how I can help to deliver the Expo objective and to open the gateway. I enquired as to the export process through the CCDI ( Cape Craft and Design Institute ) whose role it is to promote export - they asked me what I meant by process. Their database (when you can access it) is even more disappointing than the Expo. Is there an opportunity to collaborate?

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