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Social media measurement for marketing campaigns

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This was an interesting week in the #smmeasure chat. We kicked it off by looking at different ways companies could leverage social media. It wasn’t long, however, before a lot of guests got into into a debate about the use of social media as a customer service/retention tool. The debate went the entire length of the chat, and though we haven’t added that debate coverage to this week’s recap, it was quite interesting, so I invite you to view it in the full transcript of the chat here.

Here’s this week’s recap:

#smmeasure chat #12 recap

Q1-How do you leverage social media measurement for lead generation?

  • @gprzyklenk:     A1 – lead gen is a sticky subject in SM, interested to hear everyone’s approaches, are you a seller, or an educator, or a lurker?
  • @ken_rosen: Q1 SM seems both a way to hear (e.g. #Tw) and a place to be (e.g. blog, FB, LI). Useful to track separately.
  • @jgombita: @gprzyklenk esp. when you tack in lead generation “measurement.” BTW, should add in curator/information-generator & connector
  • @MichaelNus: Q1: if you’re doing SM offline as well as online leads come your way naturally – unless you’re unlikeable :p
  • @brightmatrix: Just so I’m properly educated: does “lead generation” in SM strictly refer to $$$ or can it also include site traffic, etc?
  • @40deuce: @brightmatrix I suppose that answer will depend on your goals. answering for both could be good
  • @fragileheart: A1: I still think making ‘looking after your existing customers’ the #1 priority is the best way to generate leads + innovation
  • @jgombita: A1. Really think it depends on whether you are looking at social media as marketing platforms or PR/communication vehicles.
  • @brightmatrix: My use of SM in business has been to use the channels to broaden communications & bring folks back to the information’s source.
  • @AnthonyZanfini: It’s a lot less costly to retain customers than to acquire. And those your retain will talk more than new one
  • @40deuce: I personally monitor online chatter for people who say they’re looking for SM monitoring & analytics and suggest my company
  • @schinski: Q1 Address customers experiencing any issues with your service. Next, look for same with competitors

Q2-How do you gauge success or potential opportunity when analyzing competitive intelligence?

  • @gprzyklenk:     A2: Personally, I know I always compare engagement against competitors, and even against partners… (ya, even you @40deuce)
  • @MichaelNus: Q2: big question. Are you chasing a keyword, subscribers, a niche? Are you new to the scene?
  • @40deuce: A2: One measurement I like to look at here is share of voice. If people are talking more about you than comp, it’s (usually) good
  • @JPedde: Q2: The Moving & Storage industry is just barely online. Measuring competitive intelligence isn’t necessarily a focus right now
  • @MolsonFK:     Positive SOV (share of voice)
  • @gprzyklenk:     A2: whenever you can stack data in context, comparing efforts in SM against competitors, everyone wins
  • @gprzyklenk:     Q2a: what if what you find in a comparison signals bad things? wouldn’t that be more important to know?
  • @brightmatrix: @gprzyklenk IMO, any intelligence that you can measure & take action on, good or bad, is valuable

Q3-How do you leverage social media measurement to enhance products and services or spur business development?

  • @brightmatrix: Find out what people are seeking & give them more, esp. more timely mediums like blog vs. periodic publications.
  • @MolsonFK: Q3 Listening & responding. In about 25-250 ways.
  • @40deuce: A3: This is where listening comes in key. Just listening can always tell you what your customers want from you
  • @gprzyklenk:     A3: aside from listening and enhancing products/services, can also help you find potential partners, influencers, advocates
  • @40deuce: A3: I actually wrote a post about listening and then acting on what you hear this morning:
  • @gprzyklenk:     A3: IMO delivering on what you heard people want (make sense?) and making that clear is also hugely credible
  • @fragileheart: A3: listening is key; but its also important to let ppl know that u are willing to listen or they wont speak up

Check back here every week for chat recaps and transcripts.  Join the Marketwire Facebook page to get #smmeasure weekly topics.  If you have any questions for the community, tweet @smmeasure or @marketwire or send an email to nshin[at]  Keep track of all the #smmeasure chat recaps.

Join the #smmeasure LinkedIn Group to connect with others interested in social media and measurement.  See you next week at 9:00 am PST, 11:00 am CST, 12:00 pm EST, 5:00 pm if you’re in London, and 3:00 am Friday if you’re in Melbourne.

See you next Thursday!
Sheldon, community manager for Sysomos (aka. 40deuce)

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