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The free tools in my social media marketing toolkit — Part 2: Management & measurement

By Alexandra Reid

In my last post, I shared and reviewed my favourite (free) social media monitoring tools that I use regularly to carry out social media marketing strategies on behalf of clients. Today, I reveal the management and measurement tools I use to organize and keep track of the zillions of conversations I monitor daily across multiple channels.

To summarize, these tools are free and therefore great for small businesses and new ventures. However, they are useless if they are not aligned with a sound social media marketing strategy. They are also far from perfect so we must always cross-examine data with information provided by other tools and sometimes even check information manually to ensure everything is accurate.

I decided to combine my favourite management and measurement tools because many of them do both functions. Technically, some of these can be used for monitoring social media as well. At the end of the day, it’s not so much the tools that matter, but how you use them. These are the ones that I’ve found excel, particularly in the management and measurement departments.

Without further ado, here are my favourite social media management and measurement tools:

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Klout should not be regarded as the standard for influence online

By Alexandra Reid

I have a hard time believing that Klout is and should be the standard for influence online.

My reasoning is grounded in the fact that Klout, which purports to measure social media influence, is losing clout because of its failure to follow social media best practices. It seems illogical to me that so many of us are measuring our social media success based on standards developed by an unsocial organization.

Allow me to elaborate.

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Community management: Simple ways to keep track of key information

By Alexandra Reid

This is part two of my three-part series on monitoring, managing and measuring social media. Last week, I discussed a range of tools for monitoring social media and how to use them to their best effect. This week, I’ll teach you about modern, yet free and simple, management methods that I use to organize the information that ours in from my monitoring efforts.

Choosing what to track

Online tools such as Google Analytics, HootSuite, Social Mention, Kurrently and others provide users with excessive amounts of information that can be hard to digest. In my previous post, I explained how to channel the waterfall of information into relevant streams and then filter out the content that is most relevant to you. Part of the management function is to understand what it is your business wants to get out of social media. Knowing the long-term goals and key performance indicators will help you narrow your focus and determine exactly what it is you need to track.

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Recent Comments

  • Phil : I agree, but I think that the author missed one of the elephants in that room.. Those SR&ED claims are substantiated by technical people, but they are verified not by engineers, but to a large degree by.. BUREAUCRATS, indifferent officials. If an engineer/researcher want's to make a 'paper claim' and get back real money, it is not only very difficult for an official to check whether this claim is real expense on a real reasearch risk or just a legal loop-hole to cut the taxes, but it's also not quite motivating for that official to do so - he is not a professional in that field, so for him the main thing is that the field form looks like it is supposed to look. So the system can just produce lots of houses of cards on the one hand, and to breed the culture of fictitious engineering and research on the other hand. So the whole story is not only about marketers but also about those very technical people who make and spruce up those claims.

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