This morning I had two articles appear in my RSS reader that fit together so perfectly I had to share them with you.
The first is a great post from Amber Naslund about establishing goals, objectives, strategies and tactics in the social media space. The article was spawned from a realization that a lot of people simply do not know how to create measurable objectives, and she does a great job of outlining the steps involved with examples.
Amber makes mention that ROI is not the ONLY metric to evaluate, and having had several discussions with business owners recently wanting to know dollars and dollars only related to social media, this is a point I think needs to be restated.
So if it’s not just ROI, what else ARE marketers measuring? Web traffic, followers on Twitter? eMarketer just posted a study of the objectives being targeted and measured by U.S. Marketers in three different phases: social media experimentation, transition into strategy and strategic social media.
As you can see, when strategy comes into play most marketers focus on measuring web traffic, leads and sales - in early social media phases, they are shooting for success across various objectives.
Have you established measurable social media objectives for your business? What are YOU measuring, and how?
