Posts Tagged ‘digital marketing’

Managing the Effectiveness of Your Social Programs

Monday, April 12th, 2010

Effective social media programs? Yeah right, how would you ever prove it?

That’s the struggle of corporate social media marketers.  There are tons of systems that help you listen and monitor, there are a lot of publishing tools that let you update multiple accounts and personas in the same dashboard, hundreds of social platforms and a few reporting tools.  The problem is they are all just that, all disparate systems that are not connected and certainly not integrated. 

So back to the question, How do you manage the effectiveness of your campaign?  If you are like most social marketers today, there is little support for the social manager who is typically part of the marketing or communications team.  Left to their own devices, they usually use the free tools and simply infer the results that they can patch together. 

There is a new suite of tools coming onto the market that proclaim Social Media Managment Systems (SMMS) that begin to couple two or three components together.  Here’s the problem, even the specific SMMS solutions don’t provide a real look.  The current SMMS solutions are tools.  They were created as tools to measure other tools.  What’s missing are the actual use cases, the tools that marketers need to track, analyze and report campaigns.  In general, here’s a list of what’s missing:

  1. Central Database – to pull the results together and create a single platform to analyze and report from
  2. Proper Reporting – that integrates the different systems and provides true enterprise analytics and reports
  3. Advanced Sentiment Analysis – not just positive and negative either.
  4. CRM Integration
  5. Traditional Marketing Comparison

Take a look at that last point.  To truly understand the effectiveness of your social programs, you have to have something to compare them against.  Think about it, a platform that could listen, suggest influencers (based on advanced sentiment), provide a place to respond from, track internal links and their paths/subpaths, manage digital ad spend, then monitor traditional ad spends, effectiveness and finally compare and recommend an optimized marketing mix based on real-time results and all at an enterprise scale.  The panacea of managing the effectiveness of your social media programs.  (From my experience, I have only seen this solution from one provider, Accenture Interactive (Disclaimer: I work for AI)).

The reality is that only the top brands require the type of solution mentioned above.  Every marketer has unique needs and unique results that will all have different values for each marketer’s brand.  There is one marketer that has the experience to help us work through what’s most appropriate for all needs.  That marketer is Tac Anderson.  Tac has experienced the brand side at HP and the agency side from his current position at Waggener Edstrom.  He will lead the discussion around the following topic: 

Topic:  Managing the Effectiveness of Your Social Programs

Q1:  What type of planning should go into your social media campaigns? What is your process?
Q2:  What metrics should you always be looking at?
Q3:  What should always be on your scorecard to measure effectiveness? Are there any constants?

We invite you to join the conversation on Tuesday 4/13 at 12 noon EST by following #sm55 from any Twitter client or from our LIVE site.