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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

  • 5 Ways to Engage With Your Brand Voice - icuc.social : [...] “A strong company voice on social media should emphasize the company’s values, objectives and key differentiators that set it apart from its competitors. These can be expressed in the tone of the communication and the content that is shared with community members and the target audience.The best social media voices are communal, grammatical, dialectical, authentic, original, contextual, relevant, timely, persistent, responsive, helpful, generous and more informal. A company’s social media voice should only be changed if absolutely necessary and should maintain all of these qualities. Any change should be preceded by lots of information explaining the change to community members to ensure they know it is deliberate and that the company isn’t suffering from some form of instability, which jeopardizes relationships.” [@TechAlly, Francis Moran & Associates – via Francis Moran & Associates] [...]

  • Stephen Murray : Interesting article. I am close to finishing a book titled "Davis and Goliath - One Inventor's Struggle with the Mismanagement and Theft of Intellectual Property." Davis in my book is W.R. Davis Engineering. "Goliath" is the Canadian Department of National Defence. The intellectual property is an infrared signature suppression system to protect warships and tactical aircraft from being targetted by heat seeking missiles. I was a public servant co-inventor in this story. As was the case in the biblical story "David and Goliath," Davis did indeed slay Goliath. Davis is wealthy today. The inventors and the Crown got nothing. But the Crown's negligent acts were to blame for most of outcome. Everything that could have gone wrong in the story did go wrong. My book may interest you. Hope to have it published by year end.

  • Dan Rather’s Words of Wisdom for the PR profession | Return On Reputation : [...] that you are serving a higher purpose than just serving your clients – you are serving public interest and our nation’s [...]

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