Curatti

Six Ways to Measure Owned, Earned and Paid Social Media

  • Jan Gordon

    • Danny Brown has kindly given us permission to re-publish some of his articles.  For those of you not familiar with him, Danny is a published author (co-author of Influence Marketing and The Parables Of Business), and an excellent and provocative writer not only for his own blog, dannybrown.me/blog, but also for IBM Open Forum.

    This was a natural first selection, given that the subject matter is so complementary to much of what we write about here.

    Orginally entitled “Six Simple Ways to Measure Owned, Earned and Paid Social Media ROI”, enjoy this excellent article:

    “

    There’s a popular misconception that it’s difficult to use targeted metrics to measure your social media ROI. Not true.

    Nor is social media only good for measuring an increase in brand awareness, although that’s definitely a measurement gauge.

    The fact is, social media can offer some of the best metrics for measuring your ROI. All you need to do is set your success guides—what you want to achieve and how long you want to spend achieving it—then measure your results against that.

    Here are six simple metrics for the main networks  to measure your social media ROI – financial and brand – across earned, owned and paid media.

    Blogger Outreach

    A key component of many (if not most) social media campaigns, blogger outreach programs can offer some of the best mileage and results of any marketing tactic. Measuring your success isn’t too difficult, either. All you have to do is determine the answers to the following questions:

    Twitter

    One of the stalwarts for any product launch, service or business, Twitter not only offers instant eyeballs but great returns as well. Again, measuring your impact is relatively simple:

    Facebook

    Although it has its critics (including me), Facebook offers some great built-in tools as well as demographic options to help gauge a campaign:

    Google+

    While brand pages are still being judged on their effectiveness on Google+, and in-line Google Ads are complementing Google+ content, there are ways to measure your current activity there:

    YouTube and Other Video Sites

    More than just a fun place to see kids hurt themselves on bikes, YouTube is a key tool in any marketing campaign now—just ask the companies that used it to such effect during this year’s Super Bowl.

    Here are the questions you should be asking:

    Mobile

    As marketing evolves, the different ways to reach an audience combine to create new outlets. Mobile marketing is the perfect complement to social marketing, and measurement can easily be achieved:

    These six metrics offer just some of the immediate ways you can measure how successfully your social media goals were met. There are more still, including monitoring tools and more defined analytics. Which ones you use will  depend on the goals you’ve set and how you define success.

    No matter how you collect the information you need, it all comes down to comparing man hours and financial outlay to your return to see how successful you were.

    It’s important to remember that a lot of marketing can come down to luck and circumstance as much as brilliant strategy—timing and a welcoming audience are key.

    But the one thing you can control is measurement, and with social media and mobile marketing, measuring the metrics has never been easier.

    So what’s the excuse?

    ”

    Originally published here

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    Jan Gordon

    CEO at Curatti
    Top 100 #Socialmedia Global Influencer | CEO of Curatti, Publisher of #B2B #Content | Author/ Digital Marketing Strategist | http://appearoo.com/JanGordon