Newhouse Social Media // Curated by colleagues from the 2012 MAYmester PRL530 Social Media for Public Relations class in the Public Relations Master's Program at the S. I. Newhouse School of Public Communications, Syracuse University.
One of the more popular KPIs was number of impressions/reach, which was cited by 42% of respondents from the high-tech industry. Additionally, 57% of those in media, entertainment or leisure industries used the number of social network fan “likes,” and 46% of those at utility and banking services companies analyzed customer satisfaction scores.
Additionally, many areas within a corporation can benefit from listening to and engaging customers. Respondents said that market strategy (74%), web-interactive marketing (74%), brand management (72%), public relations (64%), product marketing (63%) and market research (53%) were all corporate functions that had created strategies based on information from listening and engagement initiatives.
No matter what metrics and KPIs marketers used to track listening and engagement initiatives, many were seeing success. Sixty-three percent of respondents told Dell and Forrester Consulting they had seen a positive effect from such initiatives on brand awareness, while 57% said the same about brand sentiment, and 50% about overall business success.
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Social Media Scheduling
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Managing your reputation online is all about getting your message across. When doing so across different languages, it can be doubly difficult, but given the global reach of the web, monitoring your online reputation can be essential for your business or brand.
Worth checking out for tips. Relevant to many who need to monitor social media and face difficulties when measuring across non-English languages.
A key shift in the Web Analytics 2.0 world is that we don’t simply measure KPI’s but rather we do Key Insights Analysis (KIA’s) such as:
- Click Density Analysis
- Visitor Primary Purposes
- Task Completion Rates
- Segmented Visitor Trends
- Raw Voice of Customer Pareto Analysis
- Multi Channel Revenue Impact
Page views, path analysis, hits, visitors, and so on just aren't cutting it anymore. Think I'll grab this book too...
Today I learned about Radian 6, what seems like a great tool to make a few steps forward in measurement, an area of social media that is substantially lacking in companies. I feel that way more companies are taking social media seriously now than they were 6 months or a year ago, but the majority of companies are just running forward blindly without understanding. Tools like Radian 6 are an obvious step towards taking what, until now, has been mostly random qualitative information found through social media, and turning it into qualitative charts, graphs and numbers. This will only serve to encourage the use of social media monitoring and will increase efficiency, accuracy and return on investment, all things that the dominant coalition love to hear.
My question is more of a comment/suggestion. Although I enjoyed the Radian 6 presentation and can tell in theory that it seems like an amazing tool, a lot of the presentation I just didn't understand at all. I think it was because as a large class I could not see all of the tools and options she was showing on the big screen and without being able to see or interact with the interface, I didn't get much out of it besides knowing that there are some great tools out there to monitor social media. This is absolutely something I would like to learn more about because it is probably the single most important thing to understand going into a corporate culture with the intention of working with social media. I hope that we can go further into this topic and some tools for measurement in class.
