Social Media Metrics – The Ultimate Actionable Data

By Adam Proehl

Last week I wrote a post about the four kinds of data (Actionable, Interesting, “Who Cares?”, and Golf Course Executive Brag” data).  At the Pubcon Vegas Conference a couple of weeks ago, I showed a slide which stated quite simply that Social Media Metrics can provide the ultimate in actionable data.

Here’s why: Forget trying to measure Social Media ROI for a second – that’s a topic for another post.  The obvious point I want to make here is that your customers and prospects are telling you something. They may or may not be directly talking to you, but in either case, they’re talking about you and it makes sense for you to listen.  You have the ability to take action immediately because those who are talking are telling you:

• What they want…
• What they need…
• What they think they need, but may not know for sure…
• What they like…
• What they hate…
• You suck…
• Why you suck…
• How to not suck…
• You rock…
• Why you rock…
• Why you’re better than a competitor…
• Why you’re worse than a competitor…
• What their intentions are…
• They have questions …
• They have a concern causing them to hesitate…
• They’re indifferent to your brand, products, or services…
• They just became mayor…
• If they’re physically at your business …

You get the idea.  Granted, at best social media conversations only provide a sampling of how your customers feel and those that do tweet or post my be more passionate or opinionated than those that don’t.  However, as a brand you would be making a mistake if you’re not open to treating  the data you get from these metrics as something that is actionable and potentially representative of your customer base.

Thanks for reading. Feedback is always welcome.

adam@nordicclick.com

@adamproehl

Live from PubCon Vegas

NordicClick is well represented this year at PubCon 2010 in Las Vegas. PubCon is the premier search and social media conference and expo for Interactive Marketing professionals.

PubCon is supported by the industry’s leading businesses, speakers, exhibitors, and sponsors involved in Social Media, Affiliate marketing, Search Engine Marketing (SEO & PPC)  and Web Metrics will offer a week-long look at the future of technology presented by many of the world’s top speakers.

Our own Adam Proehl will be presenting on Social Media Measurement and Signals.

Feel free to follow us on Twitter (@adamproehl, @mmcanally, @NordicClick @karensams, @BlindSideSEO).

Mike McAnally

 

PubCon, the premier search and social media conference and expo will hold its multi-track Las Vegas event on November 8 – 11, 2010 at the Las Vegas Convention Center South Hall in sunny Las Vegas, Nevada.

PubCon Las Vegas 2010, supported by the industry’s leading businesses, speakers, exhibitors, and sponsors involved in social media, Internet marketing, search engines, and online advertising, will offer a week-long look at the future of technology presented by many of the world’s top speakers.

Tell me why I should like you

By Adam Proehl

Last week I wrote about blocking and tackling 101 of how a brand should direct a prospect or customer to their social media profiles (click here for article).  It was real simple: show them the link! Don’t just display an “F” or a “T” or a cute little bird.  We need the address.

This week, it’s a little more complex. To use the crude example of a guy in a bar: giving you my phone number is easy – giving you a reason to call me is the hard part.  When I see brands try to build their social media following, I’m reminded of email list acquisition from 1998. Back then, it was about building up the sheer volume of subscribers. It was awesome to have a 100k list. It was even more awesome to have a list of 1 million. Then we learned to go back to good, sound, direct marketing practices and apply them to the online world.  Now, the smart email marketer recognizes the true value of a segmented list based on a variety of different criteria – including the very nature of why this subscriber is on the list to begin with (i.e. newsletter, purchase, free trial, etc).

Fast forward a decade later.  Brands have clearly recognized that there is value in building up their base of followers. It’s currently a gold rush to get the most followers, likes, fans, etc.  In doing so, a handful of brands are clearly stating the benefits upfront of engaging with them. Last week I held up Davanni’s as a good example and they make the grade again this week. When they ask you engage with them, they clearly tell you why you should. See below:

“Free food and really good deals”… Not to mention “whitty rhetoric”. If you’ve been to their facebook fan page, they hold true to their promise and they engage their followers:

Unfortunately for every Davanni’s, there are numerous examples of brands that don’t follow this practice. They expect that you’ll just want to follow them if they pave the road for you. Sometimes they get followers and likes and sometimes they don’t. What’s worse is what happens once that “follow” or “like” occurs.  There’s nothing but broadcasts like “Hey, here’s a coupon for 25% off!” followed by no engagement when someone asks a question.

So, the bottom line  for brands is that if you want me to like you, first tell me why I should. Thanks for reading.

 

Adam Proehl

Twitter: @adamproehl