Important first-glance metrics, rules of engagement, privacy and disclosure
While Nick Shin takes the week off, Sheldon Levine, community manager at Sysomos, compiled the weekly #smmeasure chat recap.
It was another great week for our #smmeasure chat. We’re always blown away by the number of people and level of participation we see each week. I just want to start by thanking everyone who joins in and everyone who has passed along the word of our chat. Each week we’re growing and it’s all thanks to you!
#smmeasure chat #5 recap
This week we sort of had a mixed bag of questions, but they all generated some good conversation.
Q1: What things do you give the most attention when monitoring social media channels?
- @karimkanji: “I look for interaction between people/brands.”
- @taylorgraves: “unique visitors and amount of time spent on the site.”
- @meighanislander: “engagement w/ content and user activity (uploads etc..) and the tone of the user – it is positive? negative? neutral?”
- @seanward: “I think it’s still so wild west out here that there is no standard for how to correlate SM activity to revenue.”
- @JPedde: “I pay attention to how it all works together. Is there cross traffic from all platforms? That’s ideal to me for engagement”
- @casiestewart: “most attention to Twitter for sure”
Q2: What are the most important social media measurements you want to see first?
- @gprzyklenk: “ personally, I look to referrals per post, what hit a nerve in SM”
- @40deuce: “the first thing I look for is how much my company is being talked about, so number of mentions across SM”
- @SunnyinSyracuse: “Looking for folks passing on the information we bring them. Recommending us as a trusted source.”
- @HDI_Mining: “Isn’t the most important social media measurement the number of people who have chosen to follow you?”
- @40deuce: “@HDI_Mining I look more for how many people are talking about us than how many are following us. U don’t need to follow to talk”
- @toddysm: “@40deuce Do you try to identify whether the mentions of your company are positive or negative? Or just buzz?”
- @40deuce: “firstly I look at buzz, but the next thing I do is look at those mentions for sentiment”
- @djwald: “Remember, # followers only proves successful if they’re talking about you.”
- @mongoosemetrics: “Followers, RT’s Mentions, Likes, Website hits all contribute to the delta of “community engagement”
Q3: If something negative shows up on your radar, how do you determine whether to engage or not?
- @seanward: “I say engage by default. So often they’re just shocked enough that you spoke up that it ends it.”
- @ellerich: “If something neg- but constructive shows up it’s an opportunity to use that feedback to engage, improve & show clients you’re listening”
- @SunnyinSyracuse: “An initial engagement should give clues as to whether they are habitual complainers or someone open to you”
- @JPedde: “I’d like to think that if there’s something negative out there, you respond to help. Don’t let that negativity grow.”
- @jgombita: “look at the source, first. Credibility? Subject expert? A history of negative blogs or tweets? Evaluate impact”
- @ellerich: “IMHO engaging w/ all neg- feedback isn’t worth it. Some people just want to complain & ‘feeding the trolls’ just fuels them on”
- @JPedde: “If it’s a legit problem, and not someone whining, engage. Ask how to make it better, what you can do? Good CS”
- @toddysm: “Even if somebody is whining you should show that you are paing attention. Doesn’t mean that you should start calming him”
- @meighanislander: “Best to engage always – important to determine though if a constructive outcome can be had as well”
Q4: Do you think there is an expectation of privacy on social platforms? If so, how do you break the ice?
- @inspiredtrain: “I think many conversations are put out there to cause a reaction, not be kept quiet. Treat w. respect.”
- @djwald: “Not really. Esp. if they’ve agreed to converse with the brand. That’s why it’s called ‘social’”
- @toddysm: “If the messages are intended to be private then Twitter is not the right media (or at least should use DM)”
- @inspiredtrain: “Acknowledge in public, then if necessary, private resolution or conversation. A DM carries more weight than reg. post.”
Q5: How important is disclosure from a brand perspective versus a user’s perspective?
- @inspiredtrain: “Disclosure is v. important. Transparency, honesty are cornerstones of online Brand and Standing.”
- @inspiredtrain: “Declaration of self interest, association etc. is v. important too. If you try and hide it, the backlash is negative”
- @jgombita: “let’s put it this way – if you don’t disclose first, you are going to get found out and called on it”
- @accuconference: “Disclosure is very important. Disclosure breeds trust which is the most important.”
- @gprzykelnk: “personally, i’m split, i think disclosure is necessary, but to me, it makes opinion look spammy”
Check back here every week for #smmeasure chat recaps and transcripts. Join the Marketwire Facebook page to get #smmeasure weekly discussion topics. If you have any questions or specific topics that you would like us to discuss in the future, please tweet @smmeasure, @marketwire, @sysomos or @40deuce. Keep track of all of the #smmeasure chat recaps.
As well, on September 9th we will be having some people from Klout joining us to talk about their platform and online influence, so start getting your questions ready.