Monday, December 17, 2012

Social Media Measurement can Prove to be Nightmare if it Goes Wrong

 Author: Suraj Arukil 
About the Author: CEO/Founder of Nuvento ( a technology firm that specializes in Business Intelligence and Software Architecture.)

Today social media is playing a very crucial role in the field of engaging customers for a better marketing strategy. In my previous posts I have talked about how social media proves to be useful for generating leads, increasing sales and better customer support. However, for delivering real business value to the social media, it needs to be accountable as well as measurable while trying to measure the ROI from the social media channels.
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In order to gain a positive impact on social media marketing, organizations need to think and invest carefully on the tools they rely upon for executing their strategies over social media channels. It is very important for organizations to understand whether their social media policies help in customer retention or not along with the growth in sales. Moreover, measuring social media in a meaningful way gives the organizations an upper hand reach to their customers in the competitive business environment.
If an organization proceeds with flawed social media marketing strategies and wrongly chosen tools to measure its performing insights, then, definitely it ends up with bearing loses.Customers are becoming socially intelligent on a day to day basis and looking for, conversing and sharing on different products and services offered by different organizations over social media channels. Hence the success of a social media strategy depends upon an effective way of measuring it.
What should be organizations looking for?
•If your social media strategy involves bringing in new leads, then it is very important for you to look for which social media channel is doing it most prominently.

•Finding out what type and kind of your social content is gaining more positive feedback from the customers is a very essential part of an organization’s social media strategy.

•It is important to figure out the most productive time frame when your social content gets more responses and sharing on a day or over a week. According to this time frame you can schedule your social media content postings.
Role of Social Media Analytics

Social Media Analytics helps organizations to develop a social media marketing strategy that can bring in leads and increase the brand fame amongst the customers. Moreover, Social media analytics can impact social media engagement of the customers by allowing organizations to monitor their social activities and filtering the relevant data out of the social big data.
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