Six ways to evaluate social media success (and what to do right now)


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One of my favorite presentations earlier this week at DemandCon was from Susan Etlinger, an analyst with the Altimeter Group. Her talk focused on social media’s impact on the sales & marketing funnel, but what I particularly appreciated was her framework for how to evaluate (and ultimately measure) social media success. These criteria apply equally to B2C and B2B:

  • Innovation: Collaborating with customers to drive future products & services
  • Brand Health: A measure of attitudes, conversation and behavior towards your brand
  • Marketing Optimization: Improving the effectiveness of marketing programs
  • Revenue Generation: Where and how your company generates revenue
  • Operational Efficiency: Where and how your company reduces expenses
  • Customer Experience: Improving your relationship with customers, and their experience with your brand

Susan finished her keynote with five specific recommendations for what to do right now, a combination of actionable and realistic next steps:

  • Understand that social media and measurement is fundamentally a change management issue
  • Take time to learn the data and begin to establish benchmarks
  • Accept the pitfalls and imperfections of social data and incorporate what you learn into your strategies
  • Be realistic about and plan for the organizational impact
  • Be brave: willing to face – and stand up for – hard truths about what does and doesn’t work

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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