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Social Media: It's All About Results... and How to Measure Them

by Wayne Morris  |  
July 6, 2011
  |  13,381 views

In this article, you'll learn...

  • How self-service business intelligence can demonstrate the value of social media
  • Nine best-practices of measuring social media effectiveness

Industry analysts are touting self-service business intelligence (BI) as the golden child of 2011. Lucky for marketers, one area that's ripe for self-service BI is social marketing.

SaaS (software as a service) BI solutions for the cloud are an excellent option for cutting costs and reducing the drain on information technology (IT) departments. The SaaS model has also made BI accessible to more users, paving the way for self-service BI.

Add to that the introduction of social media metrics, and you have a marketer's dream: a way to determine the holy grail of return on marketing investment (ROMI).

Self-Service BI: What it Means for Social Marketing

True self-service BI must be timely, relevant to the user, very easy to consume, and highly interactive. Users must be able to personalize it while still allowing for consistency across the organization. It needs to remain focused on specific business processes, such as marketing contact to sales opportunity, and support specific best-practices, such as social media outreach.


All that makes self-service BI and social marketing a match made in heaven.

Many marketers instinctively know the value of using social media channels in their marketing mix. Yet in this still-untracked territory, many struggle to prove that the outcomes of such initiatives are worth the time, resources, and marketing spend.

BI tools may be exactly what marketers need to demonstrate the value of social media, an endeavor that has proven to be complex and difficult—and beyond the capability of many social-media measurement tools on the market.


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Wayne Morris is president and CEO of myDIALS, a provider of SaaS-based business-intelligence solution.

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Comments

  • by Daniel | Propaganda House Mon Jul 11, 2011 via web

    Great post Wayne, very insightful.

    A problem I see a lot precedes your nine steps, it's the actual goal setting. Many businesses only have a vague idea what they hope to achieve with their campaign, which obviously makes measuring very tough.

    Cheers
    Dan

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