Comments on: 5 Problems With Measuring Social Marketing

By: Who’s Doing Social Media Well in the Travel Industry? Almost No One « Ad Solutions Research

Wed, 21 Jul 2010 19:09:23 +0000

[...] there’s some controversy about measuring social media success, the idea is that it may take a two- or three-pronged approach for any corporation [...]

By: tichnak

tichnak — Wed, 23 Jun 2010 00:53:32 +0000

I use marshallindex.com to measure popularity, it does not make a difference between social and other media, but I think this is an advantage, it actually measures exactly how many people look at a specific word, name or brand right now and keeps charts over years.... quite nice.

By: Who’s Doing Social Media Well in the Travel Industry? | SHOUTing GORIlla

Who’s Doing Social Media Well in the Travel Industry? | SHOUTing GORIlla — Sat, 19 Jun 2010 02:00:53 +0000

[...] there’s some controversy about measuring social mediasuccess, the idea is that it may take a two- or three-pronged approach for any corporation [...]

By: Resurrect Your Social Media Presence « ANDYWERGEDAL

Resurrect Your Social Media Presence « ANDYWERGEDAL — Tue, 08 Jun 2010 14:40:00 +0000

[...] 5 Problems With Measuring Social Marketing Web Life [...]

By: Matthew Adams

Matthew Adams — Sun, 06 Jun 2010 12:30:07 +0000

"Social marketing" and "social media marketing" are two completely different terms.

Therefore, point 3 is completely wrong.

By: 6 New Terms to Use When Measuring Social Marketing Efforts

6 New Terms to Use When Measuring Social Marketing Efforts — Wed, 02 Jun 2010 14:01:44 +0000

[...] 0 Last week, I wrote about the challenges we face in understanding how to value and measure social marketing. Here’s my attempt at introducing some fresher terms that better address and assess our [...]

By: Is your company a social or anti-social butterfly?

Is your company a social or anti-social butterfly? — Tue, 01 Jun 2010 18:12:03 +0000

[...] your company, and you’re ready to go pro, socially, do your research. You might want to check out Web Worker Daily, where Aliza Sherman points out “5 Problems With Measuring Social Marketing.” Though Sherman [...]

By: Katie Delahaye Paine

Katie Delahaye Paine — Tue, 01 Jun 2010 09:35:49 +0000

Aliza, just because we didn't call it "social media" or "consumer generated media," that's what newsgroups, Compuserve and the like were back in the day. We measured the tone of those comments, the subjects and topics and then examined traditional media to see the degree to which traditional PR was generated favorable or unfavorable comments. We also did the reverse, looking at the interaction between those comments and traditional media. We then correlated all that data with incoming calls to customer support and sales. We then moved on to consumer review sites and again correlated the percent of favorable vs unfavorable reviews to market share for specific products.

By: MindOnMediaSales

MindOnMediaSales — Tue, 01 Jun 2010 05:30:17 +0000

Great insight & analysis, Aliza. I might ask you to add/comment to your points a bit further though, esp. on the 'nebulous' and 'measurability' parts.

I think the newness/fuzziness of Social Media, plays against many, which will change. But to me, the measurability is more about figuring out the implications from the TYPES of actions...than just figuring out the 'things' or actions themselves. It is almost Old-School [your #4 point], as that is then more of a Psychographic-type analysis; i.e. "WHY did they forward the Video, making it viral? To win a contest? They really liked it? They really hated it? Asking for a recommendation from a friend, before they buy something in the video?" Etc, etc...

While there seems to be a lot of 'List' articles on SM these days ["Top 10 Reasons for...], yours is one that carries the weight, for sure.

Thanks, Ken

By: Aliza Sherman

Aliza Sherman — Tue, 01 Jun 2010 01:51:35 +0000

What were you measuring in 1996 since we weren't calling it social media back then? I'm interested in knowing what you were measuring specifically and how that translates to today's landscape. I think that would be very helpful here.