US-based client-side marketers Phone Number Database measure the effectiveness of their social content, with social media metrics such as 'likes' being the most common measure ” (Ama.org, pdf) . But how relevant are Phone Number Database these metrics for achieving the marketing objectives? These are therefore also Phone Number Database referred to as ' vanity metrics ' by Forbes and others When it comes to metrics and campaign tracking, one of the easiest mistakes you can make is to make is to focus on 'vanity metrics', instead of the metrics that really matter.
Vanity metrics are things like Phone Number Database page views, number of followers or the number of downloads of your free report. They make you feel good, but they don't actually add anything to your bottom line .” Characteristic of social media is that you can measure a lot, much easier than with traditional media. For example, in his Phone Number Database book The Digital Metrics Field Guide (aff.), Rappaport describes 197 metrics based on a literature review of 150 studies and 12 essays. At the table in the boardroom, however, the Phone Number Database question will always be asked: 'What does that get us?' To what extent do social media contribute to the desired behavior in terms of (inter)action with the brand and purchase of a product or service.
Impact versus effort? We also Phone Number Database presented our thinking about social media metrics and model heuristics to a number of partner marcom agencies (namely: Huug Barendrecht of Holland Spoor, Ronald van Schaik Phone Number Database of Kaliber, Bart van der Kooi of Kaiola and Menno Urbanus of R2Research). I've also incorporated their feedback (thank you very much!). Against that background, here's Phone Number Database another tip: Create an impact-effort matrix, dividing the KPIs and metrics into how important they are (impact) and how much effort it takes to measure them.