Comments on: The Case of the Missing Social Media Metrics

By: Matt Cheuvront

Matt Cheuvront — Tue, 27 Oct 2009 00:02:21 +0000

Spot on Rikin. We've yet to experience a SM platform that provides us with clear (or any, for that matter) metrics. As you said, third party apps serve their purpose but there should be much more available, especially given that these platforms are becoming such an integral part of company marketing/advertising/communication plans. With that being said, I have no doubt that the next wave in the 2.0 world will incorporate measuring tools and metrics into their core.

By: Matt Cheuvront

Matt Cheuvront — Mon, 26 Oct 2009 19:02:21 +0000

By: DR. WHAW? Sunday Digest – Week-ending October 25, 2009 « One true sentence.

Mon, 26 Oct 2009 01:48:01 +0000

[...] The Case of the Missing Social Media Metrics by Rikin Diwan — I love this! While there are many great strides toward online social media [...]

By: DR. WHAW? – October 20, 2009 « One true sentence.

DR. WHAW? – October 20, 2009 « One true sentence. — Wed, 21 Oct 2009 02:07:08 +0000

[...] The Case of the Missing Social Media Metrics by Rikin Diwan — I love this! While there are many great strides toward online social media [...]

By: rikin

rikin — Tue, 20 Oct 2009 23:12:22 +0000

@Mark

Thanks for coming by. I've used Sysomos in the past and will attest to
its benefits.

I still think there is a lot more work to be done by both the
platforms and third parties.

As end users of these tools we are always looking for more. It's a
double edged sword because we also refuse to sacrifice ease of use.

By: Mark Evans

Mark Evans — Tue, 20 Oct 2009 22:58:31 +0000

I'm not sure that I agree with your assertion that social media company needs to provide metrics, although it's not a bad idea. The analytics provided by social media service providers such as Sysomos (my client) provide an extensive snapshot of what's happening on the social media landscape and who's driving the conversations. It's the kind of data-driven information that companies can use to change/improve how they do business. I would also argue there's a lot of metrics within these kind of services, although maybe not the kind of metrics done by Quantcast or Google Analytics.

Mark Evans
Director of Communications
Sysomos Inc.
www.sysomos.com

By: rikin

rikin — Tue, 20 Oct 2009 19:17:54 +0000

Urs - I think where we differ is in semantics rather than our belief of what's needed right now.

When it comes to ROI - we ultimately want to know that each additional visitor from YouTwitFace led to an X% increase in purchases. That's the fundamental equation when determining the effects of social media on our bottom line.

However, I believe we're missing a huge set of metrics on a level deeper than that.

For example, A Facebook page was launched with links to our main site. Well, using current web analytic tools we can track Facebook visitors and ultimately the percentage of them that went to checkout.

As owners of social media platforms we are struggling to obtain analytics within the platforms themselves. Such as what sites linked to our Facebook page? What was the time spent on our Facebook page? Which tabs within Facebook were most visited? What was individual link performance on each page?

I use Facebook here merely as an example because of its importance in the social web but essentially it is this insight that is needed to leverage social media and get a better idea of performance. Once we are able to understand what works and what doesn't, we'll have a solid barometer on the strengths of our efforts and our ability to provide ROI.

By: Urs E. Gattiker

Urs E. Gattiker — Tue, 20 Oct 2009 17:11:04 +0000

This is interesting but I am a bit worried, the indicators you suggest I would see as moderators but ROI is a financial outcome

http://commetrics.com/articles/implement-5-tips/

Hence, maybe you should also address if those drivers you suggest in your blog post are the most important ones needed ... might depend on the objectives set by the company?

thanks for this post and yes we need social media metrics ..... http://howto.commetrics.com/influence/

Urs
@ComMetrics