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Measuring the Impact of Social Media
October 2009 | Volume 7 Issue 10
There may not be any universally-agreed-upon metrics for measuring the impact of social media efforts. So how can communicators show that their social media endeavors are having an effect on their organization’s bottom line? In this issue of CW Bulletin, learn how setting a goal and using metrics based on your business objectives can ensure that your social media efforts are a success.
Natasha Nicholson
Executive Editor
Amanda Aiello
Associate Editor |
Features
MEASUREMENT MYTHS
by Don Bartholomew
As the popularity of social networking explodes, companies are rushing to implement marketing and branding programs to take advantage of it. And as social media programs have transitioned from experiments to broader deployments, the need to show how they contribute to achieving desired business outcomes has increased.
BLOG MEASUREMENT
by Beth Kanter
The success of your blog, or any social media effort, depends on your willingness to solicit feedback and take corrective action when necessary. If you want to have a successful blog that supports your organization’s goals and adds value, improvement should be continuous.
SELECTING METRICS
by John Christopher, Ph.D.
The number of social media tools available today may leave you wondering where the business communication payoff is. A well-crafted set of metrics can turn the new wave of social media from a technological tsunami into a pipeline of successful communication. But there is a daunting range of measurement options. By selecting a set of metrics with your goal in mind, it’s possible to develop a clear plan for success.
MEASURING ENGAGEMENT
by Janet Fouts
Marketers are struggling to find ways to validate the amount of time and energy put into their shiny new social media campaigns because measuring that return is important for getting buy-in from management. Measuring return on engagement (ROE), or the return on time and money spent building relationships that add value in some way to the company, is one way to do this.
Columns
The Photo Diaries:
Confessions of a corporate photographer
by Suzanne Salvo
I often wonder why my otherwise intelligent, wonderful clients make some really dumb photo mistakes. It’s maddening to see something done wrong without voicing a tiny little helpful hint. So in an effort to assist those who want to improve, I submit the following list. Names have been changed for obvious reasons, but if you recognize a co-worker, anonymously forward them this link.
Turning 20:
Six keys to business success
by Daria Steigman
My business turned 20 on 1 September. While I knew the anniversary was approaching, the actual fact of it brought a feeling of “wow,” a couple bottles of champagne, some kind words from colleagues and friends, and a whole lot of pondering about what it takes to survive two decades as a solopreneur.
Balancing Your Approach
to Work-Life Balance
by R. Kamna Narain
Work-life balance has become somewhat elusive in the 21st century. Everyone from business legend Jack Welch to the average blogger is engaging in an ongoing debate online about whether it exists, what to call it and how to attempt to achieve it.
- “Walk the Talk to Sustainable Growth: Blog blast ’06,” The Coca-Cola Co. with Burston-Marsteller and Sagepath Inc.
- “Internal Communication Benchmarking Study,” Barclays Global Investors (BGI) and Sinickas Communications
Communication in the News
Related Resources provides additional articles and resources for understanding this month’s topic of Measuring the Impact of Social Media. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:
- “How to Measure Social Media ROI for Business,” by Aaron Uhrmacher
- “Why Your Social Media Plan Should Have Success Metrics,” by Jeremiah Owyang
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This issue sponsored by:
Booz Allen Hamilton has been at the forefront of strategy and technology consulting for 95 years. Every day, government agencies, institutions and corporations rely on the firm’s expertise and objectivity, and the dedication of our exceptional people to find solutions and seize opportunities.
Providing a broad range of services that include strategy, operations, organization and change, and information technology, Booz Allen Hamilton is committed to delivering results that endure. To learn more about the firm, visit www.boozallen.com.
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