The previous chapters have provided a basis for understanding how social media and Web 2.0 technologies are reshaping the relationship between Marketing, where the promise is created, and Operations, where the promise is kept. Building on the basics of managing conversations through decided behavior rather than attempts at control, this chapter presents the fundamentals of actual measurement.
What should be clear at this point is that without meaningful and quantitative measurement you stand essentially no chance of ever seeing social media and Web 2.0 technologies adopted through your organization. Why not, and why the central role for metrics? Think back to the Good Guide a customer-driven, handheld social application that directly empowers consumers referenced in Chapter 4, The Social Business Ecosystem.
When your core customer take the advocate Mom for example has an application like the Good Guide and scans your product with her iPhone, comparing your company’s carbon footprint and hiring practices with your competitor’s, what will your marketing program do to ensure that your brand wins in this type of comparison? Without the coordinated, committed help of the entire organization you stand no chance of winning, and without quantitative measurement the universal language throughout most organizations you’ll face an essentially undoable job in trying to rally your larger team to understand why their participation beyond marketing is essential.
The New Media Sings the Old Media
Social media analytics is built around many of the basic practices applied to traditional media—who’s talking, what are they saying now applied to the (digital) conversations happening on the Social Web. So what’s different? For starters, because social media is defined in some way as leveraging the massively scalable publishing capabilities afforded to each Social Web participant—in simple terms, recognizing that it is easy for reasonably well-connected people to command a reach that rivals TV within local markets or to reach more accurately defined niches and social circles
The Need to Measure More
The significance of the lack of a formal measurement mindset around social media becomes clear when you consider that too many professionals using social media in business do not measure its effectiveness. A 2009 eMarketer study found that 16 percent of the professionals it surveyed measured the effectiveness of their social media programs. The other 84 percent? It’s unclear why they are even doing the work they are doing, and likely less clear to their CFO that they should be doing it at all. Without a measurement program, social media marketing and its application to business is at best an experiment; at worst, it’s a costly diversion
Source and Sentiment Analysis
In Chapter 2, “The New Role of the Customer,” you saw tools like Buzzstream and the Grasshopper business example. Buzzstream provides a view into the sources of influence within an area of interest defined through keywords such as the name of your product or a competitor’s—so that you can create relationships with the people talking Bazaarvoice Bazaarvoice offers a strongly metrics-driven solution that can be used with online commerce platforms. You can learn more about the Bazaarvoice social commerce solutions here: http://www.bazaarvoice.com 147 ■ SOCIAL ANALYTICS about you. Your active listening program takes this one step further by connecting these sources with the actual business impact of the conversations in which they are apart.