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Measure Your Social Media Efforts Using Business Objectives

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In the spirit of the last Altimeter report we published on Social CRM, the Altimeter Group has worked with Web Analytics Demystified to help define how marketers should approach measuring social marketing efforts.

Marketers have jumped into the social marketing space, but most haven't had the ability to measure their efforts. People cannot improve what they cannot measure, and with social marketing, it's no different.

If you’re familiar with the Altimeter frameworks of developing a social strategy based on business objectives, then you’re in good shape, as this research report is the natural extension of the business objectives we put forth:



  • Dialog involves starting a conversation and offering your audience something to talk about while allowing that conversation to take on a life of its own


  • Advocacy: activation of evangelism, word of mouth, and the spread of information through social technologies.


  • Supporting customers may self support each other or companies may directly assist them using social technologies.


  • Innovation is the business objective of innovation is an extraordinary byproduct of engaging in social marketing activity.


You can access this report here on MarketingProfs below, or click through to Slideshare to download the report at no cost.

Either way, I'd love your thoughts in the comments below!



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  • by Kevin Horne Tue Apr 27, 2010 via blog

    What a refreshing take on a topic that is usually so much jibber jab. I think your framework is excellent at the high level, although maybe a bit too prescriptive as you drill down (example: share of voice can include negative as well as positive sentiment). Somewhere in between this and David Berkowitz's 100 ways to measure social media (?!?!) lies the answer, and knowing it is a different answer for each marketer separates the true gurus from the faux gurus.

    One question - not that anyone is bringing in much in the way of sales yet (if I hear the Dell example one more time I'll puke), but in which bucket would you put "sales impact"?

    Thanks.

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