Home > Measurement, Social media > It’s important to strive for actionable insights

It’s important to strive for actionable insights

Untangling the social media measurement maze takes lots of thought

If you can’t measure it, why do it. I’m taking that adage to heart as 2012 unfolds. I want to go beyond counting fans and followers — and measure how social media drives attainment of  strategic  business goals and objectives.

My research has led to numerous great books, professional meetings and informal discussions, like the one with Taylor Wiegert and Claire Guappone of Empower MediaMarketing before work a couple of weeks ago at Tazza Mia in the Carew Tower in downtown Cincinnati. Taylor and Claire shared their knowledge about social media measurement tools after the topic was raised on the Cincinnati Social Media LinkedIn group.

Taylor pointed out that there’s a new measurement tool coming on the scene virtually every week. They’re a dime a dozen. You can get so far in the weeds with them that you don’t get actionable insights. It’s very important to start with objectives — the what and why you are trying to accomplish. to strive to measure campaigns and the way online conversations drive referrals.

It’s an imperfect science. Taylor pointed out that sentiment measures are 70 percent accurate because they don’t detect  factors such as sarcasm. You still need to roll up your sleeves and do some intensive analysis.

However, there are a lot of pluses to the various measurement tools — such as having the ability to customize a dashboard where you measure and engage through Facebook, Twitter, blogs and the like. For instance, I could do an analysis of health conversations by platform — and get a better idea where to focus. But, once again, Taylor reiterated the importance of getting actionable insights. For example, tracking terms such as “diabetes Ohio,” “health,” “workout program” or “going on a diet” could provide vital research helpful in developing a focused campaign.

I came away from our coffee session with a goal of getting a better picture of the social media landscape in which my employer operates. By understanding the mindset/motivation of key audiences, I’ll be better equipped to craft messages and deliver content at optimal times.  I’ll find those passionate advocates who can help drive word-of-mounth.

And I’ll set some more-precise objectives and implement more-effective strategies and tactics for achieving them.

If you can’t measure it, why do it?


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