EMarketer: How to evaluate the effectiveness of social media?

Now the http://www.aliyun.com/zixun/aggregation/9893.html "> Internet trends are social networks (sometimes called social media), and the use of social networks to launch marketing is" very interesting "for many business organizations. Topic (The reason I'm interested in quoting is that these three words are likely to be passive, as my microblog says), but after social marketing?

Any kind of marketing work is "input", since it is input, it must speak output, that is, the so-called ROI (return of investment, ROI). It took a pile of silver to go down and say, "The effect is good" is obviously quite a lie. Marketing work is about numbers. This problem, in fact, until today, there is no clear conclusion-relative to the traditional media advertising.

Marketers, especially the relatively high level of marketing, in the traditional marketing still heavily in the reasons I think there are three:

1, does have certain effect, and this effect can be verified.

2, management of administrative pressure, too much innovation if failed, the position will not be guaranteed

3, the so-called effect of verifiable verification methods, has been widely accepted as a common practice.

Foreign renowned emarketer recently released a report called Social media roi, a total of 11 pages, exploring the marketing assessment of social media.

This figure shows that in August 09 (slightly older), according to emarketer's research, only 16% of the business organizations measured the effects of their social marketing, and why the 1788.html "> branch does not measure because 59% of marketers CSM Mchumo that social media is difficult to measure, and from claimed it is "very difficult."

The picture reflects the tangled mindset of brand marketers, with as many as 66% think the ROI is rather vague-a direct impact on their careers: there's no way to do it. In advocating digital management today, engaged in a marketing campaign, how to explain?

However, emarketer that social marketing is still measurable, and a link is given: 100 kinds of measurement methods.

But 100 kinds of it is a bit much, emarketer summed up the seven rules, I tried to compile the following:

--Establish clear product or brand marketing goals so that you can identify the methods of measuring social marketing that can support this goal

--Organize and build your metrics in a logical framework
Three were mentioned: exposure (exposing), indicators (participation) and outcomes (output)

-for social media interaction and measurement, need to have a long-term vision, this is an input and commitment, rather than a planning activities (campaign)

-If the ROI standard is very difficult to quantify, try some soft standards that meet business interests

--"cash value" for consumers who choose to participate in your brand through social networking

--do not overlook the value of cost savings in ROI calculation

--using technology to measure consumers ' digital activity throughout, and in real time.

The report is well worth reading because it's not just 11 pages, it's a lot of links to a lot of people talking about the ROI measurement of social marketing. If you can have a clear understanding of the measurement problem, the organization's social marketing problems will be solved in half. (Another problem, I think is: difficult to replicate, but this difficult problem compared to brand companies, more appear to be marketing companies such as agency problems).

The full text can click here to get.

From: http://weiwuhui.com/3741.html