Oh, time is on my side, yes it is
Time is on my side, yes it is
You’re searching for good times
But just wait and see.
Some people are under the impression that by simply using social media tools like blogging for their business, it’ll be like magic, with the press of a publish key- voilà, instant measurable results.
I think it is important to step back and ask yourself a couple of important questions; what are your goals, and are they realistic? Keep in mind, any initiative you take whether it is with more traditional marketing efforts or if you go the social media route, it takes time before you can quantify and more importantly, qualify the results.
Mike Manuel makes some great points in his column, “The Three O’s of Social Media Measurement: How do you measure social media programs” Mike writes there are three things you should think about when it comes to measurement: outputs, outgrowth, and outcomes.
Outputs- Is content being created? Try not to be too hung up on the “how much” part of the output. Focus instead on the quality and relevancy of what is being produced and the utility of the medium for you and your customers.
Outgrowths- What stems or grows from the content that was created? It could be comments, links, tags, diggs, votes, etc. How people choose to participate with the content will vary so try to think about the value and weight you place on certain actions – and how you might better enable them.
Outcomes- Net result of the outputs and outgrowths. It could be attention (influencers, media), amplification (memes), engagement (quality/quantity of comments), sentiment (positive/negative), this is where you have to simply interpret and weigh the shake out. Then compare your analysis to whatever your goals were to begin with. Oh, and then pray they line up.
It’s a always a good idea to assess the effectiveness of your blog, you can easily use tools such as Google Analytics or blog statistics to obtain information about the number of page views and click-throughs. You should also take a look at the number of RSS feed subscribers, read the comments posted, and reply to the sender.
Before handing social media measurement off to a solely results-driven mind-set, assess the outputs, outgrowths. quality and quantity of the outcomes. Tweak what needs to be changed. Exercise patience, practice stick-with-it-ness, and persist.
Then just wait and see!