Since the concept of Search Engine Optimization (SEO) and Pay Per Click (PPC) have become such a prominent force in the online marketing world because they can be measured through analytics by seeing the Click to Conversion ratios, companies have become very focused on this to decide whether a program is successful or it failed. However with the rise of social media and its importance to marketing strategies companies are left scratching their heads trying to figure out just how to get those same data points from this new marketing channel.
Unfortunately the same types of measures in SEO and PPC don’t work the same way for your efforts in Social Media Marketing. It’s a lot more complex because engagement in social media communities very rarely leads to a person clicking on your link and then purchasing your product or service. You also have to factor into the whole scheme of measuring your actions online whether its SEO, PPC or media buying, was that “Click” affected by something you did in Social Media.
Different Types of Social Media Measured in Different Ways
Take for example engagement in forums. Say you have a team from your engineering department out in a Ruby on Rails forum discussing the latest things they’ve implemented using RoR. Someone who’s been lurking and watching your team share it’s knowledge posts a reply in the thread saying “hey thanks, you guys really seem to know your stuff, this helped me a lot”. The next thing that person does is looks at one of your team’s bios. They then look at their profile on LinkedIn, then look at your company’s profile on LinkedIn. From their they click over to your blog and read a few of your thought leadership posts. After they read those posts, they forward one on to their managing direct with a note that says “these guys seem to really know their stuff, can we utilize them to help us XYZ project?”. Read the rest of this entry »