How Do You Measure the Success of Social Media
John Bell, Managing Director- Ogilvy PR Worldwide, DC
Pierre Wielezynski, Communications Officer-Online Outreach, The World Bank
No matter how new the world of social media is, business leaders must know the measurable benefits of getting involved. How can new strategies around blogs, search, wikis, social networks and new Web 2.0 services pay off for the organization? And what is the distinction between these digital strategies and the larger field of word-of-mouth marketing?
New and old models for measurement exist .There are measurement models from"simple" web metrics to the Net Promoter Score. A collection of promising monitoring services help collect useful data from the deluge. And can we measure "engagement" vs. impressions?
Blog "conversations" can be monitored for share-of-voice, tonality, brand mentions and more. Third party content supportive of your brand or issue can strengthen Google search results. Clever Web 2.0 applications allow you to create new, relevant services for customers and constituents engaging them deeper. And at the end of the day, we need to report success.
In this session, you will leave with practical answers for:
Added by JodyAgIII on April 26, 2007