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Getting Buy-in with Social Media Measurement: Don't Sweat the Small Stuff

Presenter: Beth Harte
Broadcast on Thursday, August 20, 2009 » Now available on demand!
Duration: 90 minutes
Cost: $129.00 (FREE for Pro members)

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No doubt social media is buzzing around a lot of marketers' heads these days, but diving in without a solid, measurable plan could leave you and your management team with quite a headache.

While most social media tools are free, that doesn't mean your time to use them and engage with customers is. You need to ask yourself a few questions: What’s the return on investing my company’s time, people and resources? And what’s my goal and objectives for engaging in social media? If you don’t have the answers to these questions, how can you expect a green light from your management team?

Whether you are already implementing social media or you’re new to the game, a plan will help you zero in on your goal and objectives. Once you have those two challenges nailed down, the strategies and tactics fall right into place keeping you from wasting time and resources on social media tools that might not be appropriate.

Benchmarking before you kick off your plan will give you the ability to see where you were compared to where you end up and how effective (or not) your goal and objectives were. Continuous benchmarking allows for flexibility and targeted planning.

BONUS FOR PRO MEMBERS: You will also have access to our newest case study collection on Social Media ROI Success Stories!

You Will Learn

Why you need a measurable social media plan
How to determine what the "R" and the "I" are in ROI
How to benchmark before you plan
The components of a successful and measurable social media plan
How to write solid, measurable objectives
Strategies versus tactics and why you need them for each objective
Tools available for measuring social media
Ways to measure the effectiveness of your plan
How to make management happy

About this Seminar

Who Should Attend: Product marketing, marketing communication, and marketing strategy professionals who are seeking best practices for using Web 2.0 in their marketing plans.

This seminar is one of a series of ~~eight~~ NINE seminars focused on adding Social Media to your marketing mix. Pro members have access to the entire series!

About The Presenter

Beth Harte is a marketer, blogger, speaker, communicator, thinker, connector (people & dots), and MarketingProfs’ Community Manager. Beth’s job is to listen, engage, and connect members and fans with each other and MarketingProfs.

Want to connect? Have a question? Need something? Want to share some love? Just reach out! bethh [at] marketingprofs [dot] com, Twitter, Facebook, and LinkedIn.

Beth also blogs at The Harte of Marketing where she shares opinions & observations… hers and those that she’s picked up from some of the best marketers, communicators and social media leaders in the world. Beth is also a speaker and an adjunct communications professor at Immaculata University in PA where she teaches communications, public relations and social media.

Beth also digs history, the arts, culture, books (historical fiction & business), politics, travel, beer, and cowgirl boots.

What Participants Said

Of the participants who evaluated this seminar, 96% would recommend it to a colleague. Some of their comments:

"Great starting point (a primer) for learning what has to be done to measure social media results. Review this presentation first, then read all of the other stuff."

"Beth really gives you a step-by-step way to think about social media planning and measurement. Truly excellent presentation! News you can use, and you need to start right now...the train is leaving the station..."

"This presentation is filled with great information and resources but more importantly provides detailed and simple actionable steps for putting together a social media strategy and measuring the results."

"If you already believe in using social media, this will show you how to create the plans and tracking that will let you know if your plans are working or not."

"Loved Beth. She's obviously extremely knowledgeable about this subject which many people seem to give fuzzy answers to. Now I have tons of information to analyze and make sense of for my organization..."

"A very to-the-point online seminar. You'll walk away with a set of action items that will help you move forward with your social media plans, whatever they are."

"Best seminar I've heard so far on getting started, planning, measurement, etc. Very comprehensive."

"Gives extensive information on how to measure social media--more than you thought you wanted to know!"

"This seminar by far met my expectations. I learned more in this session that I have in several sessions combined. ROI and measuring is top of mind for everyone...Beth described it perfectly."

DeedsAC:: Beth Harte's suggestions for social media listening tools on @MarketingProfs #summersocial are great! Looking forward to trying a few out.
alyce:: actual comparisons of the top tracking tools instead of just listing them - very useful! @bethharte #summersocial
djwaldow: I try not to curse on twitter, but @MarketingProfs #summersocial series totally kicks ass. Thanks @BethHarte & @shelleyryan
traceyfloming: Attended the MktgProfs #summersocial webinar on measurement -- recommend it. http://bit.ly/lXgzK
ericgohs:: Is the "summer of social" from @marketinprofs #summersocial series the new "summer of love"? Thanks @bethharte...you did dazzle ; )

Want to see all the tweets from #summersocial in one place? Check out hashtag #Summersocial.