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Tracking social media activity is a herculean task for a company, even in the earliest stages of social media marketing. According to a study, 39% of businesses do not track their social media ROI due to lack of expertise, resources and analytics. Fortunately, hashtags have made it easier to track campaigns, producing results that are more accurate.Using hashtag analytics, brands can efficiently run organized social media campaigns, optimize social media posts for more exposure and gather information about their target audience. If you are confused about incorporating hashtags analytics in your social media strategy, rest assured, this guide will teach you everything you need to know....
Are your social media marketing efforts working?
Wondering which key performance indicators (KPIs) matter on each platform?
In addition to revenue, there is real value in knowing how many people engage with your social media posts.
In this article, you’ll discover which KPIs to track for Twitter, Facebook, LinkedIn, and Instagram....
According to the recently released "Benchmarks, Budgets, and Trends" report from Content Marketing Institute and MarketingProfs, 28 percent of B2B marketers don't measure the ROI of their content marketing. Failing to do so is a mistake, because tracking metrics — the right ones — enables you to concentrate on the content marketing activities that most benefit your bottom line. To prove your content marketing effectiveness and see which content initiatives are worth your time and money, focus on these metrics....
Consider a survey from eMarketer earlier this year that claims that over three-quarters of European marketers are using website visits as their primary measure of branded content effectiveness, yet less than half are measuring ROI (whether that be brand return or actual sales return, presumably). Visits are important, of course they are: Every brand manager wants people to actually see their content, right? But to use a simple behavioral measure as a metric of impact on your brand is arguably doing more injustice to the rich immersive nature of branded content (when it’s done well!) than clicks do to display ads. So why do we do this then? Simple: Because it's often too hard to do anything else. The measurement of branded content shouldn’t even stop at measuring brand impact. Quality of content is the very measure by which our readers judge us, and media owners need to acknowledge that what they produce has an impact on both their own and their commercial partners' brands… and this impact needs to be measured, too. So what might a simple hierarchy of branded content metrics look like if you want to measure impact in its entirety then....
According to Gartner’s 2014 CMO Spend Survey, social marketing is 11% of the 2014 digital marketing budget and is expected to grow to 13% in 2015. Marketers are under great pressure to use digital marketing, including social marketing, to drive business results. Capturing part of the paid advertising budget — at 12.6% of the budget, growing at 15% — allocation of paid media funds toward social advertising could help increase social marketing impact.
So how can you make good use of that budget in your social media strategy, and what Twitter marketing tools should you be using to enhance it? Here are some ways that you can do just that and ensure that you end 2015 on a high!...
A survey by Gartner has shown that the most successful digital marketers spend six times more on resources to help understand their data (such as tools and people) than those who don’t. Reacting to this trend, CMOs are set to increase spending on social media analytics by 440% between 2014 and 2019. But what can you do with the data that you extract?
We recently released a visual guide looking at how to use Twitter insights for your content marketing strategy, but Twitter data can also be utilised to deliver more long term benefits to your brand’s wider marketing strategy. We spoke to Johary Radifison, Global Insights Director at Grayling to discover more....
Our beginner’s guide to Google Analytics teaches you how to set up an account that is linked to your site and recommends a few basic metrics to look at.
Google Analytics is a free service that tracks and reports website traffic. Providing insight into the demographics of site visitors, the performance of a specific campaign, and how long people are staying on your site for, are just a few of the many things the program is capable of.
This data gives you an all round better view of how your site is doing and allows you to understand what improvements can be made to make sure you’re optimizing different areas for maximum conversion.
In the below tutorial, we will walk you through some basics of Google Analytics and what you need to do in order to get started....
If you don’t monitor mentions of your brand online, then you’re missing out on some valuable feedback and opportunities. These are the people you need to interact with and build connections with.
If people are singing your praises, then you’ve stumbled across a world of opportunities, testimonials, guest blogs, networking and more. On the other hand, if people are criticizing your company, you have an opportunity to determine if the criticism is warranted, and if so, take the appropriate action.
I really try to look at criticism as an opportunity to improve; I consider it free consulting. In this article, we’ll cover some of the best tools to use so that you can monitor what people are saying about your brand online. Then, we’ll offer some guidelines about how you should respond to those people....
The key to a successful Twitter marketing strategy involves frequently studying the data you have on hand to inform your strategy moving forward. It’s easy to guess what kind of content will perform well if you know what has worked in the past. One of the best ways to dig into the data you have is to perform your own Twitter audit.
Though the term audit may jog unpleasant thoughts of the IRS, you can leave your W2s in the shoebox under your bed. Instead, this article shows you how to pull, visualize and make sense of your Twitter data so that you can make informed decisions about your future strategy....
With the increased use of content curation (the best marketers use a mix of 65% created, 25% curated, and less than 10% syndicated content), some unique challenges need to be addressed in a content marketing measurement strategy, including: - Marketers who are curating content are selecting, organizing, and contextualizing third-party assets.
- Target audiences are not necessarily consuming content within branded experiences.
- Content curators also are redirecting traffic to external sites and distributing content across multiple channels – including email, social media, and feeds in addition to branded sites and blogs....
There are many metrics that are easy to measure when it comes to content marketing: pageviews, time on site, bounce rate, etc. But when it comes to lead generation, proving attribution and ROI on your content is tough. And we’re not talking about overcooked beef tough. What we’re talking about here is more like bringing Matt Damon home from Mars tough.
But fear not – there’s a readily available tool in your marketing toolbox right now that can help you track attribution from your content easily, quickly, and with actionable results!
What I’m talking about is a powerful, but often underused tool in Google Analytics called Assisted Conversions.
So hold on tight, it’s about to get attribution-y in here....
Apparently there’s a lot of fancy math that goes into boiling down a brand’s social media strategy into a single number, but Berger and Jill Sherman, DigitasLBi’s senior vice president of social strategy, identified a few key things about their methodology.
For one thing, the index is “normalized by impressions,” meaning that you don’t just get a high score because you have a lot of fans. After all, if you’ve got millions of followers, you’re pretty much guaranteed to get a respectable amount of engagement for every post, but that doesn’t mean you’re doing a great job. Someone who’s got a smaller following might actually be doing a better job of connecting with their customers and fans, even if they get less absolute engagement.
The score is also weighted based on the “activeness” of the engagement. In other words, it’s easy for me to click like or favorite on something, but it means a lot more if I’m willing to leave a comment or to re-share the post with my own followers....
The value of social media analytics was long before proven. But the extent to which it is influencing real-time business decisions has made all predictions look miniscule. Today, social insights has become one of the primary inputs into marketing and product strategy formulation.
Dashboards by Radian6, Brandwatch and Sysomos have been ruling the monitoring space, but social analytics has evolved beyond monitoring in the last few years. From consumer insights to breaking news alerts, a bunch of companies have created their unique niches, and are providing unparalleled intelligence to their clients. Here is a list of seven of those and what makes them unique....
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You may have heard of “growth driven design,” the idea that a website project is ongoing, much like a marketing strategy. It’s the model that we use at SparkReaction for all of our client website projects. Why? Because it works to drive long-term value on a web project. You don’t let your website gather dust until its next redesign. Instead, you continually monitor performance and react to the data. That means making frequent improvements — and you’ll have a website that’s always performing at its best. Here’s a mix of tools we use and recommend to monitor website performance. Incorporate them into your web workflow, and you’ll keep growing and improving your online presence....
Sometimes we get carried away with our own curiosity. Say, for example, you’re engrossed in a book and read about an experiment and wonder you could replicate its results. Well, I’ve finally got around to reading James Surowiecki’s The Wisdom of Crowds, and I’m really liking it. So much so, in fact, that I did get a little carried away, and decide to try to validate what he was saying by running a test on the wisdom of crowds up on Google+. It was a lot of work, and I finally have the results and want to share them with you here in this post.
For those of you unfamiliar with the key concepts behind the idea, I’d recommend looking at the Wisdom of Crowds Wikipedia entry. If you’re interested, then go ahead and read the book. I highly recommend it. Here’s the basic idea though: when we make it possible for people to aggregate their wisdom in independent, diverse and decentralized ways, the resulting wisdom of the crowd can be uncannily accurate....
Marketers have no shortage of metrics on their dashboards, but they are still often flying blind. Marketing visibility can be simultaneously clear and opaque. To paraphrase Coleridge, the state of marketing is “metrics, metrics everywhere, and not sure what to think.” OverstateGate brought a colorful rise out of Branding Professor Mark Ritson: “This little debacle once again confirms that nobody actually knows what the fuck is going on with digital media. Not media agencies, not big-spending clients and not armchair digital strategists. From the shadowy box of turds and spiders that is programmatic to the increasingly complex and deluded world of digital views, the idea that digital marketing is more analytical and attributable than other media is clearly horse shit. Sure, it has more numbers and many more metrics but that does not make it more accountable, it makes it less so.” In general, marketers can’t always take metrics at face value. We have to get savvier and more sophisticated at questioning the numbers we use. We have to beware of faux metrics and fuzzy math....
Google Analytics is possibly one of the most powerful, impactful, and customizable free tools available to marketers. Yet in most cases, the surface is barely scratched on what it can actually do. When speaking with marketers at our annual #ThinkContent Summit, we heard the same analytics problems over and over again. To help with these issues, we’ve compiled the most essential tools in a marketer’s playbook for Google Analytics. This post isn’t intended to give an intro to Google Analytics, but rather serve you with tips that will take your reporting to the next level as a marketer, and in particular help take you content marketing to the next level. Here are the tools and insights that every marketer should understand and utilize to optimize their content marketing campaigns....
Social media data is more than just follower counts and vague statements about engagement. It’s practically relevant qualitative information in quantities that can transform your business.
MIT researchers discovered that companies where strong leaders promoted innovative technology were 26% more profitable than their industry peers, with 9% higher revenue. Ergo, a company culture that seeks accurate social media data and acts on it appropriately will be rewarded with a healthier bottom line than those who would rather shy away from digging into their social data.
But what is it that makes social media data such a vital commodity for all marketers, not just social media professionals? We’ve identified 7 key reasons why the future of your business lies in tracking as much social data as possible, and using it right across your marketing department....
The social media analytics compass contains the most essential areas that you need to monitor for your social media channels.
It’s not possible to monitor everything across every channel due to limitations of the tool and it’s not essential to monitor everything depending on the business.
From this compass pick out what’s important for your business and identify a relevant tool to provide the relevant reports. Let’s look at each section of your compass (Note: you will need to differentiate between paid and unpaid)....
Tracking and reporting social media analytics used to be a hurdle for digital marketers – now the problem is finding the ideal tool.
The market is filled with different platforms, ranging in niche, effectiveness and user experience. And due to the recent Topsy shut down, more social media managers than ever are searching for a suitable alternative.
Before we list the best 25 tools, it’s important to define social media analytics for those new to the field (if you’re a veteran, please feel free to skip this section)...
The main question every marketer needs to answer is, “Did our content resonate with the audience?”
Looking at common metrics such as likes, shares, tweets, views, and so on measures distribution. But wide distribution doesn’t necessarily mean you resonated with your audience by affecting their mindset.
Just because your clever article or professional video appeared before your audience, it doesn’t mean they engaged with it. It’s just there, one swipe or click away from being ignored. But once they pause long enough to let the video play or start reading the article, that’s when real resonance begins.
That engagement is what you should measure to determine the real impact of every piece of content....
Social media analytic tools are essential for any Brand to measure always the impact on your activity , for competitor analysis and know always Customer needs and inquiry. Consumers and businesses alike have something to learn from just about all of your social media interactions.
How many people did your post reach? What sort of links do your followers like best? Does anything you do online even matter?
The rise of social media has been accompanied by the creation of tools to that analyze the impact of most of your social media activities.
Here are 50 top social media analytical tools to help your business....
Ask any communications practitioner what the measure of success is for their campaigns, and most often the response will be a list of well written coverage pieces, shared aggressively across social channels. Ask any marketer what the measure of success is for their campaigns, and they will reply with a litany of metrics. Guess what, social media pros — you’ve been doing it wrong. It is time to measure like a marketer....
Entrepeneur and marketer extraordinaire, Seth Godin, says "People do not buy goods and services. They buy relations, stories, and magic." 
The dilemma for many is that goods and services are easily quanitified. But, how do you assess PR results? How do you quantify the success of building relations or how well your stories are received? How can you analyze "magic?"
And yet, you must analyze results, or else you won't know what's working and what's not. Any PR firm worth its weight knows that you can't approach PR with a lackadaisical attitude.
To that end, I thought it would be helpful to round up 13 expert measurement guides. I've rounded it out to include guides on measuring your content marketing, client relationships, and social media since we all know that these are critical to your PR success....
Facing a flood of consumer data from multiple channels and sources, how can companies make smart decisions about targeted marketing?
It’s not easy, but a panel of top marketing executives offered insights at a session, “What Technology Can Do for Your Marketing and Analytics Insights” at &THEN 2015 in Boston. The standing room only panel was led by marketing leaders from GE, AOL and eBay, who passed on the following key lessons to those in attendance....
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Learn basics of hashtag analytics including where analytics can be used like marketing content, SMM, events or branding.