• http://nickfrancedesign.com/ nfrance

    Great stuff, Carrie! Thank you for the info and the resources.

  • treepodia

    “You don’t ask the phone company to report on the ROI of your telephone.” One quote to remember.
    Thanks for sharing the valuable tools as well.

  • disqus_OAJ5YhfSg4

    Hi Carrie. I am a college student pursuing a BA in Writing and have recently discovered that I love the online world! I have realized that I can marry my writing skills to a social media career, so I have been trying to learn as much as I can about sm. While I understand the overall basics of social media platforms and how to use them, and about how to develop a social media strategy, I am less informed when it comes to social media metrics and analytic programs. This article is the first article I’ve seen that provides an option. Anyhow, may I ask you two questions? 1. Does the role of tracking and reporting sm data analytics fall upon the shoulders of the sm coordinator? or the marketing dept.? or the IT dept.? 2. I am very confused about software data “amassing” programs. Can you shed some light on how I would go about finding a service that pools all my metrics into one spot? Or are companies using a few different programs and then drafting their own tracking spreadsheets? I have no idea about what I need to learn or where to start when it comes to measuring data. Any info would be greatly appreciated. Thanks! Amy Cygan

  • Guest

    I really enjoyed this article! Metrics are important and social media should be treated as an important stream marketing. Using such tools (especially when they provide industry benchmarks) should be a wake-up call that not just anyone should be monitoring your social media pages. Companies should be looking for individuals with professional experience with strategic marketing to fill these roles rather than assigning interns or recent college grads. We need to remember social media has an enormous impact! Thanks again for a great read!

  • Lauren Waters

    I really enjoyed this article! Metrics are important and social media should be treated as an important stream marketing. Using such tools (especially when they provide industry benchmarks) should be a wake-up call that not just anyone should be monitoring your social media pages. Companies should be looking for individuals with professional experience with strategic marketing to fill these roles rather than assigning interns or recent college grads. We need to remember social media has an enormous impact! Thanks again for a great read!

  • http://www.facebook.com/carrie.hill1 Carrie Hill

    Hi Amy – thanks so much for your comment and your questions. Here are my nutshell answers :)

    1) Tracking and reporting should fall toa person that understands the metrics and impacts of those metrics. This absolutely eliminates the IT dept. NO way! If the head of the marketing department “gets it” then by all means their department can report on it. I prefer having the social media expert create the report, then present it for discussion within the marketing department – making sure everyone is on board with the impact and the game plan (data is just data unless you do something with it.) Then the marketing manager can present to the c-suite if that’s how your company works. Generally, the biggest impact is made if someone who is passionate about the platforms, data and strategies creates and presents the information. Think of the game “telephone” and how lost the real meaning gets as the info is passed from person to person.

    2) Data Analytics is a key component to making sure you’re understanding your business and marketing efforts. Many use multiple forms of tracking – as one generally isn’t 100% reliable. For example, I use Google Analytics but I also use Facebook Insights and for usability, CrazyEgg or some similar eye tracking/user behavior analysis program. Don’t become bogged down in only using one thing. Also it’s good to look at new offerings as they come out, so you are confident the tools you ARE using are the best available to your business, and your budget.

    Again – thanks for your great questions!
    ~Carrie

  • http://www.facebook.com/CherylRuan Cheryl Ruan

    Great article! Social Engagement, well social media has has come a long way from where it was a year ago. Over 60 percent of marketers still don’t know how to measure social ROI. Companies especially ecommerce sites should be looking for a way to look at all these numbers in one simple dashboard. Social commerce has been slowly transitioning into where social can be justified. Social ROI comes into place with both social commerce and social marketing. Social ROI is made up of 3 different components Social Annex (http://bit.ly/12joLHI) helps marketers and companies justify social and being able to drive more conversions, engagement, and sales through social.

  • Guest

    Thank you Carrie for responding so quickly. I can wrap my head around your advice, so cheers and many thanks!