- Forrester Councils
- Councils Overview
- log in
Posted by Nate Elliott on November 2, 2009
Marketers don't think they're very good at measuring social media.
When my colleague Emily Riley asked marketers to
rate their ability to measure the impact of their social media
initiatives, the average grade they gave themselves was 4.5 out of 10.
Not a great score -- especially given that accountability is one of the
key selling points of interactive marketing. So I've spent a lot of
time this year trying to understand why marketers aren't good at
measuring social media -- and how they can do better.
The fact is, social media marketers are drowning in a sea of
metrics. Every social platform and vendor offers its own metrics, and
there are literally hundreds of ways to measure the success of social
initiatives. With so many numbers to choose from, and so little insight
into which metrics are important, it's not surprising that marketers
Most marketers fixate on easily-available measures like followers or
fans -- regardless of whether those metrics are important. Many others
fail to measure obviously useful numbers just because they're not on the first page of a report. A marketer focused on talking [video] should have a radically different definition of success than one focused on embracing
[video]. But marketers are much more likely to tailor their social
media measurement to the tools they're using than to the objectives
they're trying to achieve. Have a look -- most marketers measure pretty
much the same metrics, no matter what their objective:
obvious that marketers need more clarity into which social media
metrics they should be tracking. So we've developed a simple three-step
process to help marketers better tailor their measurement strategies to
the objectives they're pursuing. Walking through these three steps will
help you cut through the clutter on your marketing reports and measure
your social media initiatives more effectively:
In my new report, 'Three Steps To Measuring Social Media Marketing,'
I offer a framework that helps marketers place social
media metrics into one of six categories, shows them which categories of
metrics should be used to measure which objectives, and gives examples
of how to obtain those metrics from each social platform. I hope
clients use my framework; I think it will make their lives easier and
their measurement more successful.
But the key message of that report (and this blog post) isn't the
framework, it's this call to action: We as an industry must do better
at measuring social media marketing. Social media budgets keep rising,
but that trend won't continue forever if we can't prove that social
initiatives are effective. Perhaps more important, if we don't know
which social applications succeeded and which didn't, we can't learn
from our experiences and improve on future efforts. And it's
surprisingly easy to measure social media effectively: we just need to
focus on measuring objectives rather than technologies.
Whether you use the detailed framework in my report, or simply keep
these three steps in mind as you design your own measurement strategy,
I hope these ideas help you sift through all the social media metrics
that are available, and find the right ones to measure your efforts.