Align social media metrics with your true business goals
Enterprise Marketing Management (EMM) web analytics product is designed fromthe ground up to meet the full range of online analysis require-ments for business today. A next-generation web analyticssolution, Unica NetInsight features a fundamentally different,and dramatically simpler, approach to collecting the data neededto understand online visitor behavior, while providing unparal-leled ﬂexibility for reporting and analysis. That makes UnicaNetInsight ideally suited for social media analytics wheretraditional website analytics need to be extended to cover visitorinteractions on or from social media sites such as Facebook, Twitter, Blogs, or viral video.Social media are challenging and humbling because they turnthe traditional approach to marketing, such as push marketing,on its head. While discussions about how to use social mediaeffectively are often clouded by confusion and buzz words, what’sneeded is a top-down approach for deﬁning and pursuing clearbusiness goals with social media. The social media challenge has also inﬂuenced web analysts who, more than ever, are facing questions of what can be meas-ured and how. But often, there is no clearly deﬁned business goaland no action plan behind the questions.
Even more so than with traditional web analytics, themaxim holds true with social media that “not everything thatcan be measured is worth measuring and not everythingthat is worth measuring can be measured.”
In order to structure the selection of analytics for social net- works, microblogging, blogs, and videos in a meaningful way,deﬁne the business goals that your company is pursuing with itssocial media marketing effort. Then, requirements for measure-ment and analysis can be derived and prioritized to match thosebusiness goals.
Business GoalOverviewTypical Key Metrics
Brand advertising forawarenessDirect response advertising fordemand generation
Even though the biggest opportunity with socialmedia is thought to be in facilitating conversations, itis obvious that many marketers are still approachingsocial media in a way that is more similar to traditionaladvertising or PR. Companies taking this approachcan look at typical advertising metrics to measureand improve success.Still with traditional marketing methods in mind,marketers often post tweets or blog articles with thegoal of triggering a direct response, for example, aregistration to an event or an alert to a currentpromotion.
Reach and frequency: for example, unique usersand views of your Facebook application or TwitterfollowersEngagement: for example, the number of comments or links on a postShare of voiceQuality of the audience that you are reaching: forexample, demographic ﬁtClick-throughs View-throughsOutcomes; such as conversions, revenues, ROI