While we all agree social media marketing presents many new business opportunities for marketers, the ROI from social media marketing remains unclear. It is especially hard to measure some of the “softer” benefits of marketing through social media channels. In this post I listed a breakdown for some of the measurement tools available sorted by four major marketing objectives. The measurement approach is to collect all the social media channels that are being used and to examine them under one marketing objectives.
Brand Awareness
How many people know about me?
| Channel | What to look for | Tool |
| Blog | Unique visitors | Google Analytics |
| Twitter | Number of followers | Twitter home page |
| Facebook | Page/Group views | Page analytics |
| YouTube | Video views, subscribers# | YouTube Insights |
Community Growth
How many new people know about me?
| Channel | What to look for | Tool |
| Blog | Subscribers growth/ new visits | Google Analytics |
| Twitter | Followers growth | Twitter Counter/ homepage |
| Facebook | Fans count | Facebook Page |
| YouTube | New unique visitors/ subscribers/ views growth | YouTube insights |
Influence
How many people take action about me or recommend me to others?
| Channel | What to look for | Tool |
| Blog | traffic source
| Google Analytics |
| | Number of Retweets and Replies to my content | Retweetrank /tweetdeck |
| | iLike | Manually |
| YouTube | traffic source
| Google Analytics |
Feedback from clients
| Channel | What to look for | Tool |
| Blog | Comments number | |
| | Retweets, Replies, Direct messages number | Tweetdeck |
| | Wall posts and messages- manually
| FB Page insights |
| YouTube | Comments, video views | |
Another important benefit of social media is sharing information. Trying to measure this benefit is similar to trying to measure the ROI of your education. It is almost impossible yet we all know there is value in it. You get to learn from others’ experiences and save research time. I hope these charts provided an organized way to layout some of the information. There are many more tools out there and I do not presume to know all of them. I would like to invite you to share your experience with tools you have used, measurement approaches or strategies you have developed.
Creating a Facebook Page is an important part of establishing your brand presence in the social media channels. Blog remains King when it comes to being your main source for content and it is used to feed the other social media channels. In this post I will explain how to create a business facebook page. The video attached was created before facebook changed their page layout but the idea is still the same. I am working on an updated version.
1. Sign up for facebook using a real email address. You must have a personal profile before you could create a page.
2. Go to "Advertising" on the bottom of the page and choose "pages", "create a page" . Complete your business category and business name. Make sure that spelling is correct and that you have included relevant key words. Those are the only fields that can not be changed after you start your page.
3. Update basic information - The first step would be to fill in some basic information and upload your logo. Facebook can accept images with up to 200w by 600h pixels. You can either click on the box you want to edit or go to "edit page".
* Your page will remain hidden until you decide to publish it so feel free to experiment with your formatting.
4. Edit application boxes - The standard page will give you basic application boxes to choose from. You can delete boxes you don't like, move some of the boxes around and add more boxes. To add more boxes go to "browse more application" in the edit page section.
5. Add content to your page - articles, events, blogs, youtube videos, pictures and other links. Almost every function or content type has a relevant application box. Go on other pages through Facebook search box and see how others used their boxes. Here are some examples:
Articles - you can copy and paste an article into the "note" box or take the link and post it on the wall or in your links box.
Blog - add "my blog application" to your page and paste your blog's URL to it.
RSS feeds - Add RSS connect application to your page. Then add your feeds using the RSS address.
