It’s hard to compete with other departments that can produce actual measurements on how well they achieved their objectives for the quarter… so before executives decide to cut your budget or your job, learn how to communicate your measurements and how you contributed to the company’s bottom line.
Katie Paine, founder and CEO of KD Paine & Partners gives great insight into how we can measure social media regardless of the lack of manuals available to guide us that have been used in the past to measure traditional media metrics. One of the easiest and first things she advises marketing teams to do immediately, is integrate your current social media campaigns with Google Analytics.
She also outlines how to measure in what she calls ‘super six steps’ and promotes these steps as ‘super’ because they work with no matter what you are measuring.
Step 1: Define your mission, objectives
Step 2: Define your audiences and what motivates them
Step 3: Define the actual metrics you are going to use
Step 4: Figure out what you’re going to benchmark yourself against
Step 5: Pick out your measurement tools and stick with them
Step 6: Analyze results
In a past interview with Online Marketing Blog, some of the biggest mistakes she has seen companies make in the past is confusing size with results. Bt getting wrapped up with large numbers companies can’t distinguish the hundreds of thousands of followers they have with those that are actually engaged with their brand. She also notes that an easy way to keep up with the ever-changing world of social media is to read what others are communicating to you. She is an avid user of social media and well-known on Twitter where she communicates with much of her fan base. One of the questions she addressed and answered was what is the newest social media measurement tool? Paine’s reply included mentions of Radian 6 and Techrigy and how they are becoming the 21st century’s version clipping services. To have your own questions answered, follow Katie Paine on Twitter @KDPaine