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Things to avoid when engaging in social media

Posted By Marketwired On November 1, 2010 @ 9:46 am In IR/PR | 1 Comment

smmeasure logo [1]

Every week, I look forward to participating in the social media measurement chat every Thursday and interacting with a community eagerly willing to share best tips and practices. Last week’s chat on measuring word of mouth campaigns [2] was informative with plenty of actionable insights. This week’s chat focused on what not to do when participating in social media. A big thanks to my co-host, Sysomos’ Community Manager, Sheldon Levine @sysomos.

#smmeasure chat #14 recap

We all hear about what we should be doing with social media, but what about what we shouldn’t be doing or measuring? If you have any follow-up questions, tweet @smmeasure (without the #smmeasure hashtag). Take a look at the full #smmeasure chat transcript [3].

Q1: Plenty of talk about which KPIs/metrics are valuable in measuring social media success, but which ones to avoid? Why? Via @erkramer [4]

  • @40deuce: “I think too many people get caught up in growing follower numbers, while they’re important, they’re not everything”
  • @buona_vita: “I think all those sites that give you twitter stats are cool and fun, but nothing to seriously watch”
  • @mhandy1: “Pageviews for blogs… I look at engagement!”
  • @jgombita: “I think another potentially bad metric is focusing on the number of RTs/Likes, rather than the people doing it.”
  • @marketwire: “Quality trumps quantity. However, it was @guykawasaki that said, high # of followers makes SM more interesting.”
  • @geoffsnack: “U get far more insight into a user’s reach, influence etc by spending 5 mins on their feed, rather than using klout”
  • @jasonarican: “I just want to say any metric that isn’t fully explored. Share of voice for ex. What contributed to numbers?”
  • @iamChuckHarris: “Other metrics I look at is site traffics. A lot of traffic only means so much if there is little conversation.” “Especially sentiment. It either has to be manually rated or looked at over time. Not very accurate as a snapshot”
  • @sabrinascott: “eNewsletters – the number of people who opened the email, when you really want to know how many actually made it to your page.”
  • @JPedde: “I love Klout, but it only really measures Twitter. FB doesn’t matter much to me. I wish it graded LinkedIn & other platforms”

Q2: What are some measurement mistakes you’ve made or seen others make?

  • @Fancy_Lad: “Measuring metrics that don’t equate to goals of the marketing plan. If you’re on SM to sell X, measure its effect on X.”
  • @unhabit: “limiting sm measurement to sm channels and not other channels like search”
  • @mhandy1: “I have seen people try to find the dollar sign in Metrics… that is a lagging indicator on SM” “take that 1 step further… if you don’t have an objective why do you even bother measuring”
  • @erkramer: “Focusing ONLY on Twitter/FB, reaching for meaning w/ very limited data, relying too heavy on sentiment analysis”

Q3: What can we do to stop these mistakes and bad metrics?

  • @nigellegg: “Correlating SM measurements with google analytics and ecommerce sales really important.” “Also important to do a qualitative analysis of what people are saying – tone, content, etc, not just keyword counts”
  • @jasonarican: “First realize that it’s hard to do what we preach. So it starts with following through on our part”
  • @theelusivefish: “Communicate. Educate. We have the knowledge of why it’s a mistake. We need to share + spread + champion.” “One of my first questions, ‘OK – so what are we trying to accomplish here?’”
  • @erkramer: “Create your OWN metrics & KPIs for your specific business, learn from mistakes, leverage innovative monitoring tools [5]
  • @HenriettaSung: “Measurement should link back to the goal/objective. Focus on metrics that will prove ur goal/objective is achieved”
  • @Fancy_Lad: “Learn from the best and educate our clients on best practices. No one wants poor results.”
  • @mhandy1: “Competitive analysis is huge for me…”
  • @digitalmention: “It starts from above. Make sure that those at the top understand metrics.”

Q4: What are the risks of social media use?

  • @Fancy_Lad: “Lack of focus. Social media is a big ol’ pond, its easy to get lost among the flotsam and jetsam. Measure what matters!”
  • @JPedde: “Destruction of brand, customer service issues”
  • @mhandy1: “Not tracking your brand which has significant costs ie not helping customers”
  • @unhabit: “biggest risks of sm? not using it, not understanding it, not committing to it”
  • @BPMacKenzie: “Biggest risk? Jumping in without a plan, policy or procedure to follow.”
  • @digitalmention: “Hiring an Intern expert because you are too cheap to hire real staff!”
  • @theelusivefish: “The risk of SM use is the same risk you take any time you communicate. Being misunderstood, comm poorly, receiving crit. only..”
  • @djwald: “Saying the wrong thing. Not having solid plan/strategy/content. Not having the right people manage it.”
  • @marketwire: “biggest risk of social media use is going in without a strategy that everyone in the company understands.”
  • @erkramer: “One small misstep has the potential to amplify into a viral wave of global negativity, but biggest risk: NOT listening”
  • @HenriettaSung: “Spending too much time, investing too much $$ and not seeing value or favourable results”
  • @geoffsnack: “relying on social media to work on it’s own w.out other elements (real life interaction, strong web presence, strong copy etc)”

Bonus Q: “I’m a social media expert because…” — Big ups to @djwald [6] for asking the question.

  • @djwald: “I’m, like, such an expert b/c I’m on SM all the time!” “I do nothing BUT hang on SM all day. I’m a SM expert.”
  • @erkramer: “I read Mashable, so naturally I’m a SM expert”
  • @JPedde: “I’m an early adopter for every SM platform out there. I’m an SM expert” “Ooo do we think that Hallmark will declare, in addition to Administrative Assistant’s Day, a ‘Social Media Guru’ day?”
  • @40deuce: “I have over 500 facebook friends. I’m a SM expert”
  • @nigellegg: “I’m a social media expert – my client introduced me as that the other day, so it must be true”
  • @digitalmention: “I RT everything everyone says, so I’m a SM expert.”
  • @marketwire: “I’m a SM expert because I use the words: Engage. Authenticity. Conversation every 5 seconds.” “I’m a SM expert because my Klout score is a gazillion, which means I’m simply better than you”
  • @EbA: “I’m actually an S&M expert but somebody made a typo”

Tip of the chat from @mhandy1 [7] – “I don’t think every brand should use SM… it’s better to have no presence than a lame one”

Check back here every Friday 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 me an email nshin[at]marketwire.com.

You can also 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.

For those that enjoy Halloween, have fun and be safe. See you next Thursday.
Nick


Related posts:

The 4Ps: Promotion I: advertising strategy and applications
[8]
Learning Boolean with Sysomos
[9]
Not on Social Media? What’s Wrong with You?
[10]
Social Media in 2014: Promotion Out, Automation In
[11]

Article printed from @Marketwired Blog: http://blog.marketwired.com

URL to article: http://blog.marketwired.com/2010/11/01/things-to-avoid-when-engaging-in-social-media/

URLs in this post:

[1] Image: http://blog.marketwired.com/wp-content/uploads/2010/07/smmeasure-reflection2.jpg

[2] measuring word of mouth campaigns: http://blog.marketwired.com/2010/10/22/measuring-word-of-mouth-marketing-campaigns/

[3] chat transcript: http://wthashtag.com/transcript.php?page_id=16193&start_date=2010-10-28&end_date=2010-10-28&export_type=HTML

[4] @erkramer: http://www.twitter.com/erkramer

[5] innovative monitoring tools: http://www.marketwire.com/mw/include.do?module=DIST&pageid=944

[6] @djwald: http://www.twitter.com/djwald

[7] @mhandy1: http://www.twitter.com/mhandy1

[8]

The 4Ps: Promotion I: advertising strategy and applications
: http://blog.marketwired.com/2013/01/24/the-4ps-promotion-i-advertising-strategy-and-applications/

[9]

Learning Boolean with Sysomos
: http://blog.marketwired.com/2012/04/26/learning-boolean-with-sysomos/

[10]

Not on Social Media? What’s Wrong with You?
: http://blog.marketwired.com/2012/08/15/not-on-social-media-whats-wrong-with-you/

[11]

Social Media in 2014: Promotion Out, Automation In
: http://blog.marketwired.com/2014/02/05/automation/

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