"Spring established a dedicated social media department in the fall of 2010; since then, the team has continued to grow quickly and generate positive ROI. Spring's success in social media and digital business are due to it:

• Aligning social marketing with business outcomes. Spring set detailed, business-relevant key performance indicators (KPIs) for its social marketing initiatives. It set clear business goals for each key target audience group and coupled them with a measurement system that also aligns with business outcomes.
• Leveraging cross-organizational collaboration to maximize social marketing results. Social marketing is more likely to affect business outcomes when the marketing team works closely with other departments across the firm. Spring Airlines' flat organization and tight cross-organizational collaboration has accelerated its social business success."

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Invest in social marketing based on clear business outcomes. Many Asia Pacific marketers are still allocating media budgets based on user consumption of media — or worse, on how budgets were allocated in previous years. But this model is obsolete, thanks to new methods of accessing data and harnessing technology. Marketers must be able to answer which specific social activities drive specific business outcomes and boldly reallocate marketing investments based on these. For instance, marketers must show how their Facebook strategy has driven fans to their eCommerce site and helped stimulate them to complete a sale.

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The versatility and customization available through Google Analytics is well worth the effort of learning how to use this set of tools for social tracking.

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So why do social marketers still focus on engagement data? Because it’s easy to collect. But it’s simply the wrong data. That’s why CMOs and other senior marketers rarely ask us about engagement — instead, it’s mostly social marketing strategists and digital marketing directors who want to track these metrics.

If you’re a social marketer and you want to impress your boss — and get more funding for your efforts — then it’s time to stop measuring social engagement. Instead, bring your CMO reports from sales tracking vendors, platforms that collect data into customer databases, and survey tools. You’ll be speaking their language, and your budget will benefit.

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In their efforts to become more customer-centric, companies increasingly are relying on the big data they collect from social media analytics tools to help them understand customer behavior. However, if you're using social media analytics to guide your social, marketing, and overall business strategies, you face a very real risk of misreading your customers.

We’ve discovered that 30% of social media users account for 90% of social media updates. More importantly, the buying behavior of this slice of enthusiastic users differs in important ways from the rest of their customer base.

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ROI of Social Media

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Digest...

There is one social metric that may have some relationship to business goals. Yes, I said it. Whether it is causative or diagnostic — that is, whether social marketing inspires the business benefit or is a symptom of another cause, — that’s more than we can answer.

Engagement

Engagement is the ratio of reactions to total posts — i.e., how many things people did (like, share, comment, retweet) divided by how many posts were out there. It’s a proxy for how much active attention people paid to the conversation about you. They key concept here is active.

-- >  Make a good product or service and your business will probably do well, no matter how good or bad you are at social marketing

-- >  If you’re going to do some social marketing, make sure it’s something people engage with

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Almost 60 per cent of businesses struggle to determine how social media value can make a difference to company revenue, according to a new study by Hootsuite.

Less than half (40 per cent) of these organisations said they were using data gained from social media to improve their bottom line, while 60 per cent stated they were challenged to find actionable use for data collected.

The report also found that social media is becoming more widespread across all departments, yet departments are not always working together.

Nearly three in four respondents (72 per cent) agreed that the number of departments using social media is growing, while a majority (64 per cent) of respondents whose social media strategy is at least somewhat aligned, stated that aligning strategy across departments was difficult.

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Digest...

Why the LinkedIn Data Export Tool?

If you haven’t discovered the free LinkedIn Data Export tool or if you’ve found it but haven’t used it, you’re missing out.

The insights you can glean from your own behavior give you an important overview of how. If your clients will share their files with you, all the better.

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The Data Export tool is in your LinkedIn Privacy and Settings section. To find the Data Export tool and request an archive, follow these instructions:

1. Go to your Privacy and Settings section. It’s on the far right under the Account and Settings link (the tiny picture of you).

2. In your settings, click the Account tab on the bottom left side.

3. Click the link for Request an Archive of Your Data.

4. Click the Request Archive button.

According to LinkedIn, it takes 72 hours to get the link to your zipped archive, but the few times I’ve used the Data Export tool, I’ve received it within 24 hours.

Digest...

They Include Only Public Posts — While we all feel we live in a world where “nothing is private,” in fact most of the internet is sitting behind some firewall or other and is not (legally) available for us to see. Social networks adhere to privacy policies and social listening tools are limited to interrogating public posts.

So They Way Overemphasize Twitter — On the other hand, there is one very popular social network that is almost entirely, fabulously, gloriously public — that is, Twitter. Which explains the pie chart above and has given Twitter what is in my humble opinion a vastly overinflated sense of its own place in the world.

Which May Be the Least Unbiased Channel —It’s a fast-twitch environment, given to rants reflecting states that rapidly pass. In short, it’s no focus group, people.

They Treat All Channels and Actions Equally — A tweet can be (and is, usually) dashed off between elevator rides, while a pin requires some thought, and even a Facebook post inspires us to pause and reflect. Social objects are not created equal. I’ve seen comments in blog posts that are like little essays, complete with footnotes. I’ve seen one-character tweets that make no sense at all. So have you.

Which Ignores Reality, Really —If a tweet is — on average — one-third as long as a Facebook post for your brand, then treat it accordingly: weight it 0.33X. If hitting “Like” takes about one-tenth as long as writing a comment, treat it accordingly: weight it 0.1X. (I favor the time-based principle of engagement here, with weights reflecting how long actions take, but there are other approaches.)

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The World of Social Media Monitoring and Analytics by Douglas Karr on Marketing Technology Blog

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