social media roi

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Olivier Blanchard owes me a highlighter, Social Media ROI Review

Social Media ROI ReviewWARNING! This book drains highlighters faster than a semester of advanced college classes. Which means it’s good so go buy it now! (aff)

If Olivier’s name sound familiar to you that might be due to the guest spot he has in Twittfaced. Before his solo debut he wrote a bonus chapter for Jacob Morgan and I in our first book covering this same subject.

With his book, Social Media ROI (aff), Olivier Blanchard makes the case for social media a sa company wide initiative and then follows up that case with examples, case studies, frameworks, and measurement tips. It really is one of the best books on social media I’ve read and by a very slim margin (aff) it’s the best one I’ve read this year.

Despite it’s size (320 pages single spaced and smallish type) it was a quick read and almost every page held insights or led me down paths that helped clarify my own thinking on social media ROI. It truly is the best book out there on the subject, and it’s not even 100% about ROI. In fact ROI is only covered in a few pages at the end of the book.

ROI is one of the least talked about subjects in the book (especially when compared to customer service). Really this book should be called “Social Media in a box: The book”. Over the course of 320 well written pages Olivier lays out a foundation for creating an effective social media program in your company. He setups up a fantastic framework and will get you going in the right direction before setting you loose to create something amazing in your company.

This isn’t a “use these tools and you’ll be a star” kind of book. This is much more about about the strategies, best practices, and planning. Think of it as a giant Social Media How-To that spans multiple departments and will help your company go from doing social to being social and then make the final evolutionary step to a social business. But it doesn’t stop there.

After he’s blown your mind with all of the possibilities, he shows you how to qualify and quantify your data. The last section of the book is where Oliver gets into more of the granular details about measuring your social media program’s success. He talks about it through the entire book, but the last section is where he drives it all home and the book earns it’s name. Which really is the point. You can’t truly assess social media ROI until you have a program in place that works and makes sense.

My biggest take-away from the book is that before you quantify your data you need to take your time and qualify your data. Figure out what kind of information your stakeholders need and what kind of reports they will need to determine success and keep your program funded. Once you have that then it’s time to quantify the data and tie to revenue or cost saving measures where appropriate.

I seriously can’t recommend this book enough, go get it today!

Olivier Blanchard
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Thanks for reading,
Josh S Peters

Using Social Media in a Loyalty Campaign

Loyalty

Using social media in a loyalty campaign is a great way to interact with your loyal customers and build exclusive value for them. The goal of this kind of campaign is to reward your current customers, frequent buyers or to entice customers away from competitors because they get more from you. This can take the form of a discount card, some kind of point system, to keeping a list of your best customers and having an event in their honor.

Creating, marketing, and following through with this event or program is the point in this campaign. You want people to have the desire to be your loyal customer because if they are they’ll be part of an exclusive group that gets XYZ benefit. People love exclusivity, it makes us feel special.

Before you start using Social Media in your loyalty campaign

Audit, Verify, and Plan.

Audit your existing loyalty program (if you have one, if not, start with making one). Make sure that you have everything in place and that it’s working properly. Listen online and see if people are complaining about it, if they love it, or just not saying anything at all.

Verify that everything is working in regards to rewards, any related online tools, and partners involved. People are very vocal online and as you start engaging and spreading it to them you run the risk of a backlash if everything’s not working right. That’s why listening is so important, it will clue you in on any major troubles.

Plan how social media will play a part in this campaign. If you know your plan inside and out you should be able to start seeing where the campaign can be enhanced by social media. Look at your existing resources like customer database, email lists, mailing lists, etc. and decide how you’re going to let them know you’re online (that part should be easy).

Figure out how you’re going to deal with different groups online and how you’re going to interact, deliver deals or awards, etc. to them. You need have all of your offline or traditional ducks in a row first before applying the social media aspect to it.

If you don’t have a loyalty campaign or program and want one then you’ll need plan what you’re going to do. Don’t jump in and make it up as you go. Figure out how you’re going to split up your groups of loyal customers (afterall, treating different customers differently is important), if you even need to, and how you’re going to reward them, what’s going to fit with your business, what’s affordable, etc. First plan it out, then figure out how you’re going to apply social media to it.

Setting up a Social Media Loyalty Campaign

When setting up you need to find out who is already using the platforms you’re on. Twitter and Facebook make it easy because you can search by their email address and find them. After you have found them that’s when you will want to figure things out like do you want to address them based on the platform they use or based on what kind of customer they are or both.

This can get very complicated very quickly, but so long as you have it planned out and stick to the plan you’ll be just fine (unless it’s obviously failing horribly and needs to be re-worked).

Giving exact specifics on this one will be hard because loyalty programs vary so much. How and what you do will depend wholly on your customer, your business, and what you setup. So here I’m going to go over the same 3 platforms we’ve been discussing and give some general ideas and info on each.

Twitter – The newly launched lists are going to be incredibly useful here and you will definitely want to make your loyalty lists private. Here you can reward your Twitter using customers by sending them exclusive deals. If you have your loyalty program broken up in stages dm them links to exclusive events and more. Use this channel to engage and deliver extra value to your loyal customers.

Another option you will want to look at is loyalty based on what they say. You might have 1 customer who buys a ton of your products, yet never really mentions you to their friends while someone who buys very little (maybe due to finances) but loves what they get and tells everyone on a frequent basis.

Look for these people that are helping to build the awareness of your company and driving traffic to you and think of a way to reward them. Make it appropriate and engage these brand advocates because they will be incredibly helpful to you.

Facebook – Using Fan pages to give exclusive deals to your fans is always a good idea, but based on the amount of your users on Facebook, how you have your loyalty program structured, etc it may not work well for that particular purpose. Instead think about private groups.

Depending on where the customers fit and how your plan is structured you might want to consider having private groups for the various levels. This can also be done on LinkedIn with private groups. It all depends on how big your customer base is, type of program, type of customer etc.

Your Facebook fan page can also be used as a great information portal about your loyalty campaign to help get people interested.

Blog – The blog isn’t the best way to deliver exclusive content or offers to your loyal customers, but it is a good place to talk about the program itself. If you have levels, break it down and explain the levels. Make people aware of what’s going on with the program and if you hold events related to it talk about it. Use it as a platform for awareness of the program and as a way to entice people who might be considering you.

Managing a Social Media Loyalty Campaign

Here your biggest challenge is going to be managing who gets what if it’s split up into different groups. You might want to get multiple people involved and have them manage a certain group of people or have one person who knows it all inside and out working it. Depends on how your loyalty program is setup.

You’re probably going to have a lot of ups and downs in the engagement levels and when things are rolled out. You might want to consider creating totally separate accounts / groups that are specifically for this purpose. People are spending more and more time online so making the delivery of info, deals, etc more convenient and giving it to them where they are will always help the perception of your company.

Monitoring a Social Media Loyalty Campaign

Whatever you end up doing and how you end up running it you need to monitor it. Use links that can be tracked and monitored, use discount codes or services that can be tracked and the results tallied. You will want to know how your work is paying off.

If none of your loyal customers are buying stuff using your exclusive offers or whatever they may not think the offers are anything special. If your results aren’t that great look at the offers before throwing the social media applications out the window.

ROI is a valid metric under the right circumstances here. You’ll be able to determine how effective your program is, what kind of repeat buys you get, etc. from your loyal customers. Part of loyalty is rewarding the customers so they will buy more from you so financial metrics will be used as part of the overall metrics used.

Other impact metrics should also be employed to see how people feel about the program and your company, how the message is being spread, etc. This is going to be tricky and require some fine tuning because depending on how you’ve structured it some parts of the program may use ROI as a measurement, while others will need impact since there are no direct financial gains.

Communicate with and get feedback from these loyal groups to find out what they think of the company. Find out what makes them tick and want to buy from you. This is one area where what you do will have more than one use. Here you can not only target your exact audience, but certain portions of your audience and find out exactly what they are thinking.

Talk to them and find out what they want in a loyalty program and what would incite them to buy more and use the offers and such you give them. Once you have this setup and you know who your loyal customer are online, who your gold members are, etc you can take these same lists, groups, profile, etc. that you have created to get VERY valuable feedback.

Knowing exactly what your customers want and why will help you deliver something they want to keep buying and keep talking to others about and the value of that continues to grow over the years with each cent of repeat business you get. Don’t think of your loyalty campaign as just a way to reward your customer but also as building inroads to make your business better too.

Thoughts? Feelings? Input? I’d love to hear it in the comments below.

Thanks for reading,
Josh “Shua” Peters

This is post #4 in a 5 part series about the basic types of marketing campaigns and social media’s place in them.
1. Social Media for Lead Generation and Acquisition
2.
Using Social Media in an Awareness Campaign
3. Using Social Media in a Brand Marketing Campaign

Image by Nick J Webb

Using Social Media in a Brand Marketing Campaign

Money

Using social media in a brand marketing campaign can help make your brand more tangible. The goal is to associate the company with it’s services and offerings. This type of campaign will usually have hooks into the sales channels and marketing materials are often riddled with copy points surrounding what it is, does, or offers and will typically have a CTA (call to action). That CTA will be to get people on to your sales page (and into their sales funnel) or into your store for a killer deal, etc. The end result is financial so ROI is very relevant here and a good metric to judge your effectiveness.

Before you start a Social Media Brand Marketing Campaign

Get your online marketing materials lined up and within easy reach. Testimonials, comparisons, 3rd party verifications, reviews, news stories, etc. You need to be able to solidify who you are, what you do, and the value you provide. People are often weary of materials coming directly from the company so if you have any 3rd party reviews you can link to and share that is ideal.

You’re going to be getting them to your site with the intent to purchase so you need to have your site in line first. Make sure it’s nice and easy for people to make purchases, that your discount codes work, and any materials you have will insert them in the right portion of your marketing / sales funnels. When using social media (or any other tool really) making sure you have your materials at hand and properly setup will make it easier to convince people to buy from you.

Setting up a Social Media Brand Marketing Campaign

Once again we’re going to be addressing the basic 3. If you’re working with niche networks then you’ll have to figure out the rules (spoken and unspoken) for that niche network. No matter what networks and platforms that you engage customers and potential customers you need to first listen, then plan, then engage, then measure, and repeat.

If, after you’ve monitored the network, you decide that you need to create special deals, have new marketing materials (often times landing pages) created or adjusted then do that first. Once you start engaging ask questions and answer any that you can, the soft sell is going to be the most effective here. Get to be known, offer your services and products and always ask for feedback. They will tell you exactly what they want if you let them.

Twitter – Setup your keyword monitoring for Twitter conversations. Follow leaders in your topic and If there are any industry related chats (like #SMchat) then be aware of them and participate. Be ready to listen and act quickly. If you have discount codes, promotions, etc available send them out. Try and make them Twitter exclusive and when people land on the page have some clues that let them know you meant for them specifically to get there. Things like “welcome tweeps” and having your current tweets or tweets about your company going on the page will help with that.

When building offers or even just landing pages make sure that it feels exclusive. “10% off for our Twitter followers” and then back it up on the site when they land there. Don’t have them landing on your home page or on any page other than the exact one they need to be on. This will take some time and will need to be perfected over time. Watch your conversion rates for that page and see how it compares to others used in you other campaigns and the regular site pages.

Facebook – Same thing as Twitter, give exclusive deals for your Facebook fans, customize the landing pages, and make sure it has unique copy and any elements of social proof that people like your product you have. Make them feel like it’s exclusive with the wording on the page and show it’s exclusive by making it a different offer than on Twitter or through any of your other channels. Build the value.

Use FBML tabs to create some awareness about your services and offerings. Each one should have good marketing copy, a call to action on it, and a link to the proper page to order or signup. Facebook can be used to help gather video testimonials and customer photos by allowing your fans to upload their own content and link to reviews of your products. Empower your community to talk to about you and have them build the social proof of your business’s value.

Blog – Here is a great platform for talking about your industry and how you fit in it. Be sure to talk about more than just yourself on it, but also point out any reviews you get, address problems and issues on your blog. Encourage comments so you can engage and then interact with those comments.

When it comes to getting inbound sales from your blog you need to have good, relevant content. When talking about your products features and benefits play to the customers emotions. Tell them and show them how it solves their problem and have a link to buy in your call to action. You can’t do sales pitch blog posts all the time, because it will turn people off. Think about it, if every time you talked to someone all they did was tell you why you needed to buy something they made how long would you keep talking to that person?

Having the constant, relevant content on your site will associate you with your name with the products and services that you offer and give people an insight into your thoughts and views about the industry as a whole. If some big news or problem arises in your industry addressing it on your blog and explaining how your product solves the problem or helps with that issue is immensely valuable in getting people to buy your product because you are solving their problem.

Managing a Social Media Brand Marketing Campaign

Depending on how active your niche and customers are online you might need more than one person working on it. For Twitter you might need to use Co-Tweet or segment your Twitter strategy and have separate accounts for each. You’re going to have to play with it for a while to figure out the flow of where ever you’re participating online. Some places you may only need to visit 1 or 2 times a week, others might need daily attention.

Once you figure out how much time you’re going to need where you will be able to create a schedule for yourself to make your life easier. Some of this knowledge will come from monitoring to see how much time you need to spend and where for maximum efficiency. Also be aware of which ones end up not being worth your time.

Monitoring a Social Media Brand Marketing Campaign

Monitor your inbound traffic, the impact of your conversations, and also the conversion rate on your incoming links. Using specifically made links to specifically made pages will help with this tremendously.

Remember a minute ago when I said make exclusive deals on the platforms and have exclusive landing pages? If you were wondering why that is so important here’s your answer.

Let’s use Twitter as the example in this one. Lets say that you have all of your listening rss feeds setup and you have unique landing pages and links setup for people you send to your site from Twitter. These links can be monitored for how many people click them, and you can use Twitter search to see if they get shared past you. Having that link go to a specific landing page will then help you see what people from Twitter do once they are on your page.

Using an analytics program you can see how much time they spent on the site, links they clicked on and the all important conversion rate. Using your site analytics you can see how many people went from the Twitter landing page to your shopping cart and bought something. You will also be able to see if people are finding your “Twitter only” deals page through other means. Which is a good thing because that means people are spreading it.

Once you know what your conversion rate (and thus your sales numbers) are you can pop the data into the ROI equation and you can figure out how well Twitter is working on the inbound side. Remember Twitter can only get them to your site, once there the site is responsible for making the conversion and so you’ll need to do your A/B testing (or use Google web site testing) to find the winning combination of copy, images, and design that works best for your Twitter followers.

So much of what you will be doing will rely on having your site setup properly and having your site analytics in place that you really need to spend some time making sure all of that stuff is ready and optimized to the fullest extent that you can. Of course the real testing won’t start until you get customers there and see how they react to the site.

Questions? Comments? Additions or ideas? Please put them in the comments below

Thanks for reading,
Josh “Shua” Peters

This is post #3 in a 5 part series about the basic types of marketing campaigns and social media’s place in them.
1.
Social Media for Lead Generation and Acquisition
2. Using Social Media in an Awareness Campaign

Image by AMagill

Using Social Media in an Awareness Campaign

Awareness

The awareness campaign seems to be exactly what social media was made for. An awareness campaign (social media or not) is used to increase the awareness of certain products or the brand itself. This is often used by established companies (like Chevy with their eco campaign, or the GAP ) to keep themselves fresh in peoples minds and assist with their ongoing bid to stay relevant in the current culture.

Front of mind is great for sales, but front of mind with a real personality, trust based relationship, and interaction is even better. One of the major advantages of social media is being able to find and target the exact people you’re looking for. The second big advantage is in the social aspect, people share info, products, and more with their friends and family, so having a good presence online will help increase your visibility.

Before you start a Social Media Awareness Campaign

Listen and then… Set. Your. Goals.

What do you want to do? Increase conversations about your brand, change the current online sentiment of your brand? Want people to talk about your brand at all? What ever level of awareness you’re trying to achieve social media is a powerful tool for that.

Setting up your listening posts and building a solid foundation can be done for free to cheap (on the software side) using tools like Google Reader, Google Alerts, Yahoo Pipes, etc. This will get you a rough idea of what you’re looking at. If you’re still craving more info and don’t want to create an action plan yet then you can look at some of the paid tools like BuzzGain, Techrigy or Radian6. Some of which not only compile online info about your company, but do sentiment analysis as well.

Setting up a Social Media Awareness Campaign

When it comes to setting up the campaign it goes back to your goals and what you discovered while listening. The platforms you need to be on will become very clear once you start listening and looking for your niche and conversations surrounding it. However, to start with we’re going to hit the big three to give some examples and ideas.

Remember the goal is awareness and the name of the game is engagement, so having the personality of yourself or your company shine through is key. You want your communications to be genuine and the value of what you’re bringing to the table to be very apparent.

Twitter – Without a doubt search is the most powerful feature on Twitter to date. Use the search to find people talking about your company, product, or niche. You can also use twitter based directories like twellow, wefollow, etc to find people who fall into the same categories as you. After you’ve found these people join their conversations. Meet them on their level.

In your conversations work your brand in when it’s appropriate, field questions, and build the reputation of you and your product. Twitter is also a great tool for doing giveaways and giving out special discounts. Create offers and tactics that lower the barrier of entry for people to try your product. If you send a free sample, then follow up with the person. If you hand out discounts follow feedback from the purchases.

Building the awareness of you and your product on Twitter is just as much about building up your own brand and reputation on the site as it is the product. People will come to know the product through you and vice versa. Remember Twitter is basically a giant word of mouth engine and your goal is to get people talking and then to keep them talking.

Facebook – Your greatest asset here is going to be your Fan Page. From it you can run contests to get people interested in you and then get them to share that interest with their friends via their walls. One of the best looking awareness fan pages is done by the Crayola. They have plenty of interactive ways to connect and communicate with them on their tabs and fun things for people to do with their kids.

With FaceBook you will want to befriend your fans on your profile (if done for your personal business & not a corporate one) and when you add them create a group that is just for your fans so you can easily look at just their updates and interact with your fans. This will also help you gain some extra insight into what your fans like and talk about as you get to know them.

You shouldn’t stop at just your fan page and profile though. Check out other fan pages and groups that are based in your niche and have some bearing on you or your company. Join these conversations and add value to the communities. This will also help you gain more fans as people get to know you.

Blog – You can help create interest and awareness by having good content that people want to share. As you continue to build up your reputation and build up your network in these different communities you will figure out how to get your blog in front of them. Work on building outposts for your content on social bookmarking sites like Digg and Delicious to help get more exposure for it.

As you build your readership be sure to cover the types of information they want to see. From time to time ask them and look in the comments to see what’s being brought up. Building a blog readership is a long slow process but you can do it by creating good, informative content that people want to share about not just your products, but your niche in general. Become a source of industry news and information.

Managing a Social Media Awareness Campaign

Managing is going to come down to who you have running it and why. Did you contract out the work? If so make sure you’re holding WEEKLY meetings with them to make sure you’re both on the same page (20 min should cover it). If it’s internal then make sure that you’re in contact with them at all times and that they are representing your brand properly at all times.

When it comes down to you (or even anyone else for that matter) time is going to be the thing you need to monitor the most. You will need to be constantly building and typically the more time you spend the more you’ll get out of it. If you’re going to be handling the interactions then remember that integration into your daily routines will always be key.

By building solid relationships and connections with people who care about what you have to say each new product launch, update, etc. will get a little bit easier and you’ll see better results each time. Manage your time, your profiles, and the conversations you’re a part of. Measuring will help you decide if they are worth while to help optimize your efforts.

Monitoring a Social Media Awareness Campaign

Impact, impact, impact! When it comes to awareness you will want to monitor the impact your efforts are having. A lot of how you will measure will depend on what listening tools you’re using so I’ll cover some of the basics and also go over what to look for.

Low end “free” listening tools – Most of the results of these will be delivered to you via either RSS or email. Either way you will be able to see based on the volume if the conversations about you are going up or down. It will help you judge what’s happening with the volume of conversations. The sentiment results will have to be discerned manually.

Mid ground – Here you’re going to be able to compare the previous months results to this months and the next and so on. Many of these have graphs that you can setup and monitor what’s going on. This is going to help you build your ongoing plans as it will be easy to see where you have been and plan for where you’re going.

High level – These tools will do everything except make you coffee and you’ll be able to get a very complete picture of what’s happening. This clear picture will help you shape the next phase of your plan or create a course of action to keep you heading in the right direction.

Make sure that you have Google Analytics or some other web analytics tool running so that you will be able to monitor the traffic coming in and where it’s coming from. This will help you determine which platforms are working best, which ones need some work, and which ones need to be ditched all together. Knowing which ones are working and which ones aren’t will also help you analyze your interactions between the ones that work and the ones that don’t.

You’ll be able to look at how you’re interacting on one platform vs another. Are they different or are they the same? If they are different then look at the successful one and apply the tactics to the unsuccessful one. If they are the same then look at how you might need to adjust one of them to go a different route. The ability to monitor, measure, and analyze what’s going on is one of the powerplays of social media vs traditional media and the more you do it, the more you will be able to figure out what works and what doesn’t.

Remember, social media is about the long haul and building for the future

What do you think? Any questions or comments?

Thank you for reading,
Josh “Shua” Peters

This is post #2 in a 5 part series about the basic types of marketing campaigns and social media’s place in them.
1.
Social Media for Lead Generation and Acquisition

image by Johan V

The FINAL word on Social Media ROI

ROI

The FINAL word on social media ROI is this… sometimes. Give me a few minutes of your time and I’ll gladly explain.

Right now people seem to be fretting far too much over ROI and social media. Right now the camps seem to be polarized and split into two very outspoken groups. One side chanting “Social Media has no ROI” the other side scream ” Yes it does and you’re an idiot for not thinking so.” It’s getting to be rather annoying actually.

Social Media is a tool… that’s IT. It’s a very versatile and extremely powerful tool with an immense amount of potential I believe we’re only just beginning to tap into. However, by itself it is just a tool and has no inherent value of it’s own.

A hammer laying on a table has no use or purpose until it’s swung into action and used to get results. Social Media is absolutely, positively no different than any other marketing tool out there on it’s own.

PPC (pay per click) has no monetary value (and so no ROI) on it’s own. Media buys, affiliate marketing, SEO, SEM, and blogging have absolutely no value on their own. What gives them the value, and thus the possibility of ROI being calculated is how they are used.

If you’re using a hammer to put a screw in the wall you’re not going to get amazing results and end up wasting a lot of time. Why? Because you’re using the wrong tool for the job. You’d get much better results if you used a screwdriver or a power drill.

This analogy moves right over to internet marketing and thus social media.

ROI is a financial equation, a metric and that’s it. It’s not the end all be all. It’s not the ultimate answer to a broad question (the value of social media).  At the end of the day when you write up your reports you need to have solid business metrics to back up your success or document your failures and that doesn’t just mean ROI, because honestly, it’s just one piece of this puzzle.

Recently I wrote an article about The GAP, ROI, and Awareness where I laid out the 4 basic types of marketing campaigns. Acquisition / Lead Generation, Awareness, Brand, and Loyalty. There are many sub campaigns that can fall under these, but these 4 cover the vast majority and each have their own metrics.

4 Types of campaigns and their metrics

1. Acquisition / Lead Generation  – These types of campaigns are used to gather information (like email addresses, profiles, home addresses, etc) with the goal of winding up with a list of people who are most likely to buy from you.  This type of campaign uses ROI,but only after you’ve determined what each lead is worth to you based on previous numbers.

2. Awareness – This type of campaign can be used to increase the awareness of certain products or the brand itself. Here we would be looking at Impact. ROI doesn’t work here because there are no sales being made and the goal is not financial.

3. Brand – Here the goal is to associate the company with it’s services and offerings. This type of campaign will have hooks into the sales channels, marketing materials will be laden with copy points surrounding what it is, does, or offers and will typically have a CTA (call to action). ROI is prevalent here as the goal is to lead them through your marketing and sales funnels and make a purchase.

4. Loyalty – When a company launches this type of campaign their goal is to reward their current, frequent buyers or to entice customers away from competitors with their awesome loyalty program. This can take the form of a discount card, some kind of point system, or keeping a list of your best customers and having an event in their honor. Here you’re going to be using a mixture of Impact and ROI. Impact for how it’s being received and picked up, ROI  on the program as a whole (which includes SM spend) to ensure the campaigns health.

Looking at it broken down like this you can see where both sides are coming from. Once side who seems to only think Social Media should be used for making money have the battle cry of “ROI or Die”. While the side more concerned with awareness and building brand affinity shout “You can’t put a dollar sign on a conversation”.

Before I expose you to a seemingly “new” term here’s what I have to say to both sides. You’re both right and you’re both wrong, metrics are not one size fits all. So Knock it the #$%* off and start using the metrics properly!

And now for something new

While discussing this with my good friend Rick Galan he made a great point about all of this. Why are we squabbling over certain metrics when there is something already in place that fits very well with social media, and that is KPI.

Wikipedia defines KPI as “A performance indicator or key performance indicator (KPI) is a measure of performance. Such measures are commonly used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its long-term organizational goals”

By now we should all know that social media is all about the long haul. We should know that social media is just as much about building relationships & making a soft sell as it is building a solid online foundation for you to grow over time.

Let’s look at that last part of the definition again “…typically in terms of making progress towards its long-term organizational goals.”  Social media was built for that. Building your reputation and community while strengthening your brand over time.

I think we need to start a new chapter in social media, and I’m going to spend the next couple weeks creating articles that all run around this subject. Creating the KPI’s or adjusting current “accepted” ones for social media use. At some point you have to stop looking at only today and start looking towards the future.

All this debate about ROI is just going to keep going in circles until people remember that marketing has many facets as does social media. We need to stop point fingers, and start building the future of social media use in business.

What do you think the KPI’s of social media should be? I know that things will change based on goals of the business, but what basic measurements should be included in the overall KPI’s for a company?

Thank you for reading,
Josh “Shua” Peters