MKTG3529

Social Media Marketing

Session 3
Managing & Measuring Social Media
You can. But it requires a new set of measurements that begins
with tracking the customers’ investments — not yours.

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ROI of marketing

Traditional way: the narrow focus of “show me the return!”

Two problems:
➢ Focus on short term (“show me how my company’s tweets will improve sales next
quarter”)

➢ Ignores more qualitative objectives — such as the value of a tweet about a brand
— that flow from the unique capabilities of the Internet and have no obvious
analogues with traditional media metrics

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Why “show me the return” way not working for SMM?

➢ On social media, customers are fully in control of their online experience

➢ Their motivations lead them to connect online with other consumers while they
create and consume online content
➢ much of it is user- rather than marketer-generated

➢ The four key motivations (4C):

➢ Connection

➢ Creation

➢ Consumption

➢ Control

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 ROI of marketing

New way: Turning Your Thinking Upside Down

➢ Start by thinking about what marketing objectives
➢ such as a tweet/blog/video might satisfy (e.g., brand engagement), why its customers would
visit (e.g., to learn about new products) and what behaviors they might engage in once they got
there (e.g., post a comment about a recent consumption experience) that could be linked to the
company’s marketing objectives.

➢ These behaviors then can be considered (and measured) as customer

investments in the marketer’s social media efforts.

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Marketing Objectives on Social Media

➢ Brand Awareness
➢ Traditionally, brand awareness is measured through tracking studies and
surveys

➢ In the social media environment, every time a person uses an application

designed by or about the company, the company gains increased exposure
to its brand

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Marketing Objectives on Social Media

➢ Brand Engagement
➢ Traditionally, marketers measure engagement through customer
surveys.

➢ Online, marketers can use one-time versus repeated interactions or

active participation compared to passive consumption of social media as
proxy measures

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Marketing Objectives on Social Media

➢ Word of Mouth
➢ Traditionally, companies can estimate word of mouth through surveys that
measure the likelihood of recommendation or can use customer
satisfaction, loyalty and purchase likelihood as proxies for word of mouth

➢ Online, word of mouth can be measured directly.

➢ self-generated content can also embed consumers’ favorite brands (such as in a
video on YouTube or a photo posted on Instagram) and contribute
to word of mouth

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Measure Social Media Effectiveness By Key Social Media Objectives

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Strategic Options For Social Media Measurement

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Strategic Options For Social Media Measurement

Dead end

➢ The marketer has only a limited ability

to measure her social media efforts
(fuzzy) and believes that her efforts
are not working (failing).

➢ Manager has little insight or idea on

what to do

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Strategic Options For Social Media Measurement

Measure and adjust

➢ The marketer has a reasonable ability

to quantify her social media efforts,
and these measurements lead her to
believe that her efforts are not working
(failing).

➢ This means the manager can evaluate

and adjust the social media strategy
accordingly.

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Strategic Options For Social Media Measurement

Iterate for success

➢ The marketer has both a reasonable

ability to measure her social media
efforts (quantifiable) and the belief that
her efforts are working (succeeding).

➢ Since the components are being

measured, the manager can
purposefully iterate to improve even
more.

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Strategic Options For Social Media Measurement

Naïve optimist

➢ The marketer has only a limited ability

to measure her social media efforts
(fuzzy), yet believes that her efforts
are working (succeeding).

➢ We believe most marketers actually

start here. They believe social media
are worth the effort, but are not quite
sure how best to measure their efforts.

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Social Media Metrics and Social Media ROI
Social Media Metrics

• Facebook
– Total # of installed applications
– Total likes/ friends feeds
– Reach
– Number of active users
– Number of comments
– Number of reviews, valance +/-
– Number of reposts/shares
– Frequency of appearances in timeline of friends
• Twitter
– Followers
– Retweets
– Replies
– Clicks and click-through rate (CTR)
– Impressions 4
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Social Media Metrics
Blog
• Number of unique visits
• Number of return visits
• Number of times bookmarked
• Search ranking
• Number of members
• Number of comments
• Average length of time on site
• Number of references to blogs
in other media
• Number of reblogs/likes
Product Review Sites
• Number of visits
• Number of review posted
• Lengths/Valance of reviews
• Number and valence of
other users’ responses to
reviews
• Number of wish list adds
• Number of/ Average user
rating
• number of references to
reviews in other sites
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Social Media ROI

Social Web is highly measurable, but Social ROI isn’t.

• Short term vs. Long term

• Qualitative objectives
• ROI should depend on the objectives
– Brand awareness
– Brand engagement
– Word of Mouth
– Sales???

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Examples of Social Media Measures
Relative Measures

Daily Active Users

Monthly Active Users

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Relative Measures

Classwork

What other measures you can think of?

Social Media Management Tools

➢ Facebook Insights

➢ Twitter Analysis

➢ YouTube Insights

➢ Google Analytics

➢ Hootsuite

➢ Hubspot

➢ …and many many more!

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Facebook Insights

➢ You can include a tag on

your site which will allow
you to measure the impact
that Facebook Likes/ Share
have on you site traffic.

➢ Excellent supplement to
Google Analytics (even with
the recent introduction of
real time analytics).

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Twitter Analytics

1) See Which Content Resonates With

Your Audience

2) Understand How People Interact With

Your Tweets Over Time (e.g., When is
the best time for me to tweet?)

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Twitter Analytics

3) Get to Know Your Followers

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