Social Media Measurements & Signals — PubCon Vegas

Back from the PubCon lunch and regretting that pizza. ROI = meh. But enough about the results of eating greasy foods; let’s talk ROI on social; something that is always on the minds of businesses. We’ve got an awesome panel for you, so let’s get to  it.

Sarah Carling from Obsidian Edge is up first.

There are very few sectors where you will see a direct sale from a social media avenue. It’s very rare a person sees a link and decides to buy right there. She always goes back to TV campaigns, those have never been 100 percent trackable.

The key to measuring social is to look at the metrics that can define value to your website.  The following slide shows some of the things she measures:

The value of social media is unclear an many cases, but it’s important to know the value of it, not just the ROI. Change looking at your data from last touch to first touch.

Adam Proehl from NordicClick Interactive is next. He is going to talk about finding influencers and measurements and tools.

Measuring signals takes time and time is money, but the tools are free usually.

Influencers — where to begin:

• What is my objective for reaching the influencers? Example: business development; brand awareness; “feel good” for current customers
• What type of influencers do I need to reach? Journalists, bloggers [he got a significant piece of business from a liveblog session that mentioned his name], board members, old school networkers who aren’t online

Jessica Lee is the founder and chief creative for bizbuzzcontent Inc., a marketing boutique that focuses on digital content strategy and professional writing services for businesses.

See Jessica's author page for links to connect on social media.