Practical social media measurement (Video) from SAS

Posted on: June 24, 2010

If you don’t have time to watch this SAS Social Media Analytics video –  here are its key points:

  1. Social media era means engagement and impact are the important measures, not hit, impressions, eyeballs
  2. Find out where your potential customers / clients are talking – might be none on Twitter / Facebook / Second Life etc
  3. Determine the universe of conversation and then determine where your brand fits within topics
  4. Segment conversations into where they are relevant to different areas of your business
  5. Levels of brand / product engagement: Searchers > Lurkers > Casuals > Actives > Defenders
  6. Specific details on what people think of your product or service (reputation not just brand mentions) are useful e.g. the hotel ROOM
  7. Identify and look at changing your own influence score (e.g. on Twitter)
  8. There are different definitions of success for every business – you need to match social media achievements to YOUR desired bottom line impacts – donations/ sales / market share
  9. If you look at what people are saying that is positive / negative about your competition that is all interesting. From the positive: see if you can do what they’re doing. From the negative: identify their weaknesses and avoid them
  10. All social media tools must be: accurate, flexible, actionable, there when you need it, and relevant (to programs, overall objectives, different tactics)

1 Response to "Practical social media measurement (Video) from SAS"

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