#smmeasure chat #20 recap
In last week’s chat, the #smmeasure Twitter chat community provided insightful social media recommendations as we discussed the year in review for social media. To wrap up #smmeasure for 2010, Laura Fitton  aka @pistachio  will be joining us to answer any questions about Twitter for business. A big “thank you” goes out to my co-host Sheldon Levine @sysomos  and the entire #smmeasure chat community for making this such an enjoyable and informative Twitter chat.
If you weren’t able to join us this time around, here’s the full transcript . If you don’t have time to go over hundreds of tweets, here’s the recap:
Q1: What are the up-and-coming trends in social media marketing measurement?
- @pistachio: “We love what @jowyang  did with his ROI pyramid: Tools to measure social media ROI in 2011: http://14t.me/idZ7Kx ”
- @nigellegg: “I think this year was about information, next year interpretation and understanding -> insight” “more people using SM for deeper corp insight, rather than reactive tactical use.”
- @brightmatrix: “I hope to see continued emphasis on which social metrics to track, how, & their context. This chat is a catalyst”
- @grmeyer: “Match people who are commenting/engaging to the people who actually use your product”
- @40deuce: “I think this year people learned to monitor and listen, next year will be about deciphering what was heard and acting on it”
- @dunn_lauren: “This year was about buy in, next will be about learning to listen and effectively handle the information your hearing” “#socialmedia  will be used more for corporate social responsibility”
Q2: How do you know which stats and figures you report actually mean anything?
- @pistachio: “DON’T just measure whatever is easiest to quantify. measure the effort by stats you measure your business success by” “yes, MANY different kinds of tools for small businesses: http://14t.me/hsZZhi  and for brands http://14t.me/ekNTBP ”
- @40deuce: “depends solely on your objectives for being in SM in the first place”
- @nigellegg: “lets start by only reporting stats that we understand and can justify. Don’t report stats coz we been told we should”
- @dunn_lauren: “#Socialmedia  is about building relationships and sadly that is something almost impossible to measure”
Q3: How do you know whether improving stats are due to changes in your social media activity?
- @pistachio: “social media is infinitely more trackable than anything we’ve seen before. observe the ripple effects” “at @oneforty  we use Kiss Insights to ask people what they need while they’re still on site”
- @journeyscript: “Ask your customers/volunteers/clients what’s working and why! If they like what you’re doing, they’ll tell you.”
- @nigellegg: “need to take into account everything going on around brand, try and find correlations. Stats. Math. Hard stuff ;-)”
- @40deuce: “Always benchmark when measuring. Helps you understand what has changed so you can measure accordingly”
Q4: What predictions do you have for social media in 2011?
- @pistachio: “much more mainstream usage, and tools that better package SM content for people who want to consume it but not post”
- @nigellegg: “twitter becoming mainstream; Facebook growth slowing; Facebook & Google Places take off; 4square relegated to irrelevance.”
- @marketwire: “group buying upward trend continues, location based services downward spiral”
- @grmeyer: “Integration everywhere: “Social media” mentioned less; “Marketing” more; it’s less “creepy””
- @jgombita: “social media platforms that focus mainly on marketing will lose followers/fans.”
- @heidicohen: “social media matures & integrated across org. Req better metrics”
Here are some helpful social media measurement articles mentioned during the chat:
- @heidicohen: “Here’s some factors 2 measure=>Social Media Isn’t Free via @ClickZ  http://bit.ly/8Yl9l9 ”
- @pistachio: “more measurement resources from @oneforty ‘s community: @dirktherabbit  http://14t.me/cjEwJW  @bibinex  http://14t.me/cSFSJw ”
Words of wisdom from guest host Laura Fitton @pistachio:
- “I’ve long described twitter as a ‘global sensing and signalling mechanism’ think of it as earths intelligent skin.”
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. Keep track of all the #smmeasure chat recaps . Join the #smmeasure LinkedIn Group  to connect with others interested in social media and measurement.
Our #smmeasure chat will be on break for the holidays and will resume Thursday, January 6th, 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. Our #smmeasure chat will be on break for the holidays and will resume Thursday, January 6. Have a great holiday!
See you in 2011!