Comments on: Are You Making These 5 Social Measurement Mistakes?

By: Paul Baranda

Paul Baranda — Mon, 14 Jun 2010 15:30:58 +0000

Great insight as always Lisa. I certainly agree that a social media landing page is important. The social media visitors have a different behavior of how they find informationan how they use the web. A more interactive page will continue to engage them through a social experience rather than a landing page with a quick call to action as in PPC. I think we all have been the search user, social user, etc. It’s important to think of what would make your own experience more helpful, easy, or engaging.
Also I agree that there are more and more social “experts” but as social media gets recognized as more involved in a total SEO effort, the strategy for social media will be more comprehensive as partnered with SEO.

By: TrafficColeman

TrafficColeman — Mon, 17 May 2010 19:30:20 +0000

Howdy Lisa
Boy you touched on many topics here, but I just want to stick with the tracking of links. This is like a big seo method of mines that should be one of the main items people should try to improve and build up your traffic.

If you don’t know where your traffic is coming, then your not going to know where your going.

TrafficColeman “Signing Off”

By: Lisa Keller

Lisa Keller — Fri, 14 May 2010 17:14:02 +0000

Hey Lisa–

This is a great post. Specifically listing the time and money it will take to set-up and manage a social media plan is critical. This is the only way you can see if the results you are measuring are worth it.

And good point about the SM Landing Pages. Do you have examples of SM LPs that you think are particularly effective?

Thanks,
Lisa Keller
@lisackeller

By: Joshua Black | The Underdog Millionaire

Joshua Black | The Underdog Millionaire — Thu, 13 May 2010 18:23:27 +0000

Great use of a classic headline. I think that social media is still really scattered in its purpose just yet. Everyone is jumping on the bandwagon to the point that they forget they are talking to groups of their own peers instead of buying customers. It can suck up a HUGE amount of time for zero results if you don’t use it right.

The person that figures out the best way to qualify customers useing social media, while still maintaining that social aspect, is going to be the one that wins all the marbles.

You’ve got some great ideas here.

-Joshua Black
The Underdog Millionaire

By: heather buckley

heather buckley — Thu, 13 May 2010 08:51:58 +0000

I agree, one of the most common misconceptions is that it is free. It just takes up so much time and time is money. And if you want to do it properly and don’t have the time then you need to pay someone else to do it for you! Here is me talking about just that:
http://www.siliconbeachtraining.co.uk/free-resources/social-media-training-free/
on our Social Media Training course

By: David Bradley

David Bradley — Thu, 13 May 2010 08:35:35 +0000

Hey…I recognise that banana skin…it’s about to cause a slip up on the back cover of “The Invisible Gorilla”…did they or you simply use clipart?

By: Michael Dorausch

Michael Dorausch — Wed, 12 May 2010 23:11:40 +0000

Note to self: Increase number of social media landing pages.

By: Jeremiah Andrick

Jeremiah Andrick — Wed, 12 May 2010 20:57:10 +0000

Lisa,

Great post as always. I am obsessed with focusing on outcomes and measuring for them. Too many people think that if they do some “social media” they will magically get customers. I don’t believe that our job is to make the inevitable happen. I really liked the following paragraph:

“Social media is no different than any other marketing effort you engage in for your company and you need to treat it that way. If you don’t know how much you can spend on social media before it’s no longer profitable, than your engagement becomes a liability. You put a cost on it by determining your goals, tying those goals to behaviors and then figuring out how much it costs for you to attain them.”

The reality is, that at a lot of companies, they run social the way they run other marketing activities without goals and without anyway to measure the outcome. We have to get over the idea that it is fashionable to spend a buck to make a buck. This behavior is popular among those that don’t understand that when they are put in charge or any marketing activities they are given the company checkbook and have to act like it is their own. I know I wouldn’t trow away my money why should I do that for the business.

My two cents. Keep up the good work.

By: Jacob Stoops

Jacob Stoops — Wed, 12 May 2010 20:12:11 +0000

I think another potential factor (especially companies who outsource their social media management efforts) is the cost to have someone managing their social media campaigns. This cost could outweigh the benefit if the campaign is not managed correctly.

By: Lisa Barone

Lisa Barone — Wed, 12 May 2010 19:26:47 +0000

When you (or anyone) sends out direct mailings to build awareness and top of mind, you measure that, don’t you? I’d hope you are. Just because you may not be in social media for customers, doesn’t mean you’re not looking for some kind of conversion. I think it is worth measuring, if only so you can make sure that you ARE building awareness with your presence. Knowing that will help you make future decisions and figure out what does or does not work.