Aaron - it was a real honor presenting with you and Paull. I got great feedback on our session. One person said it was the most organized session of the conference. Nice. We'll have to do it again.
Brian Solis
· 1 year ago
Hey Aaron, thanks for being there and thanks for sharing your thoughts. Truthfully, I had an entirely different presentation to share strategies based on listening and how to create campaigns based on the metrics we deemed important. However, it was recommended that I start by sharing the tools and techniques for capturing real world data that either shows you're successful or you're not. I've spent several years interviewing companies on the metrics they're using for social media, so I have to disagree with you when you say that this is "already adopted by many social media practitioners." They're not benchmarking traffic, activity, perception, or authority to specific points in time or against their competition. They may be doing this personally, but not for the businesses they represent. It's just not happening out there on a consistent or widespread basis. And yes it's manual. It has to be if you want to uncover accurate and incontestable numbers for which to prove efficiency and effectiveness to upper management. I've been working with a development team to create a solution that automates this because the only tools that are available automate some listening, but only for responding or tracking, not for measuring. Regarding your point that you "hoped to hear more about how to actually develop the strategy with measurement in mind," we can talk about it any time you'd like...in fact, I'll write a post on it as soon as I wrap up this book...one, how to measure, to how to develop strategies based on key measurement criteria. Let me know if there are other things you'd like to see covered and I'll add it to the outline. Thanks again Aaron.
Aaron Uhrmacher
· 1 year ago
Thanks for stopping by, Brian.
It was a real pleasure to hear you speak, especially after reading your blog for so many years. Your presentation was great, don't get me wrong. As someone who has spent several years answering the same types of questions about measurement as you addressed, I had simply hoped to hear about an alternative approach.
While most marketers might not be measuring the impact of their social media campaigns, I do think that most "social media practitioners" had adopted these metrics, or those that are similar.
I've got a close eye on the work that the SNCR is doing in this space, as well as Katie Paine (whom you mentioned). The problem I have with so much manual input is that it's not an efficient solution for an agency with a small budget. Junior staff aren't yet able to manage this process alone, and it takes up much too much time to make it worthwhile for more senior staff to conduct the analysis. So what we end up with in most cases is this hodge podge solution where the agency says 1,000 Facebook friends, 300 Technorati mentions and 2,000 Twitter followers is success. I'm just not sure that's the right approach...
All Comments
It was a real pleasure to hear you speak, especially after reading your blog for so many years. Your presentation was great, don't get me wrong. As someone who has spent several years answering the same types of questions about measurement as you addressed, I had simply hoped to hear about an alternative approach.
While most marketers might not be measuring the impact of their social media campaigns, I do think that most "social media practitioners" had adopted these metrics, or those that are similar.
I've got a close eye on the work that the SNCR is doing in this space, as well as Katie Paine (whom you mentioned). The problem I have with so much manual input is that it's not an efficient solution for an agency with a small budget. Junior staff aren't yet able to manage this process alone, and it takes up much too much time to make it worthwhile for more senior staff to conduct the analysis. So what we end up with in most cases is this hodge podge solution where the agency says 1,000 Facebook friends, 300 Technorati mentions and 2,000 Twitter followers is success. I'm just not sure that's the right approach...
Again, thanks for taking the time to respond!