Here are all of the posts tagged ‘measurement’.
Earlier today, I popped along to MeasurementCamp (MMC) for a meeting with some of London’s top social media brains. This was my third or fourth MMC and it was good to see the progress made in the past year – there is a growing sense of what we’re capable of measuring, and now the focus has turned to how to structure that most effectively. Here are some of my thoughts springing from the discussion – all things we at We Are Social do and have in mind already, but MeasurementCamp was very good at crystallising them into a best practice-friendly format:
- Framing process clearly: Different channels produce different results – e.g. a customer support blog is going to generate fewer direct sales than a viral for a special offer. Dismissing those who misunderstand what a blog can or cannot do is not particularly constructive – it should be up to us to explain the process of a social media campaign and the likely effects it will have, to get realistic and significant goals agreed.
- Measure early, measure often: Measurement should not be just done at the end of campaign but as part of the process throughout to judge the difference a campaign makes. And wherever possible we should benchmark it against competitor brands.
- Not getting seduced by data: Because there are so many metrics available, grand plans for some ultra losing the wood for the trees is easy to do. Going overboard with too many numbers bamboozles us as well as the client and can make you lose sight of what works and what needs improvement. Pick & choose what you measure at the start and stick to it.
Further to the last one, there were some good ideas from the group, the idea that we shouldn’t be afraid to resort to the forms of measurement that the traditional advertising and marketing industries use, such as surveys or phone polls. These of course come with their own flaws but they still have many practical uses. And as with all these things, numbers can never tell the whole story, but they’re a good start in getting there.
Philip Buxton, the former editor of Revolution, has written a great checklist for brands choosing a social media agency:
- A new approach – since everyone claims to ‘do’ social, look for those seeking to develop new models for approaching it, not those seeking to map on their existing models
- Technology – everyone claims to have unique talent, to be ‘leading’, to have great clients, and real expertise. Technology, fortunately, can’t be faked, demonstrates genuine investment and expertise, and really can be proprietary and unique. So, which agency has developed/is developing their own technology to support their new approach?
- Measurement – the true value of real engagement by brands in social media is really hard to measure. I’ll be dropping my bank as soon as I don’t need them anymore because of the way it treated me when I was a student – good social media strategy will have a similarly long-lasting effect. Nonetheless, some agencies are having a very credible stab at it. Just steer clear of the ones who claim it’s that simple
- Existing credentials – being good at something, in my view, is a transferable skill. Muhammad Ali liked to say that if he’d been a dustman (I’m translating of course), he’d have been the best dustman in the world. I believe him. So, is the agency now claiming to be brilliant at social media brilliant at what it already does?
- Case studies – trade journalists will tell you that finding people to talk about social media is not a problem. Finding people that have real projects to talk about is a good deal more difficult. What has the agency really done in this area?
My shortlist would be made up only of agencies that tick all five boxes
We would agree with him…