Cynthia Boris makes a good point. If you can’t measure the effectiveness of your social media then why are you using it?
This is the dilemma of the modern marketer. Social media has proven to be an effective marketing channel for a lot of marketers. But so has television. That doesn’t mean the medium is a proven marketing channel for everyone who uses it. Any marketing channel requires a knowledge of its use that consists of strategies and tactics that have worked for others and that might work for your situation. Without a solid grounding in marketing principles and your market niche, your chances of succeeding in any marketing channel are pretty slim.
Even then, having the ability to measure your results is necessary if you want to gauge your effectiveness. And that’s what social media has lacked for the most part.
Yesterday, we talked about a new addition to ShareThis – social media analytics. And Twitter has had third-party analytics tools available for it for quite some time. Many marketers report they use traditional tools like Google Analytics and Omniture. These are fine. The bottom line is to use something that will give you a visual on how your marketing efforts are panning out.
Remember this maxim: What you don’t measure you can’t change. So measure your results and the next time someone asks you why you are using social media, you’ll have an answer.