Measurements and Motivations — Corporate Social Media Summit Wrap-Up (4 of 4)

“We’ve found no correlation between time of content publication and level of engagement.”Chris Baccus, AT&T’s Executive Director of Digital & Social Media, uses data to drive his social media strategy. But what data? Data collected from social media initiatives is far from “clean.” That’s compounded by disparate views of which metrics should be used to measure social media performance and ROI.After the jump, my last installment reviewing the presentations at Useful Social Media’s Corporate Social Media Summit, I’ll relay more valuable insights from brands at the forefront.

“We’ve found no correlation between time of content publication and level of engagement.”

Chris Baccus, AT&T’s Executive Director of Digital & Social Media, uses data to drive his social media strategy. But what data? Data collected from social media initiatives is far from “clean.” That’s compounded by disparate views of which metrics should be used to measure social media performance and ROI.

In this last installment reviewing some of the presentations at Useful Social Media’s Corporate Social Media Summit, I’ll relay more valuable insights from brands at the forefront.

Learn how people use your media

Baccus’ tongue-in-cheek formula for social media ROI (see slide 3 of his presentation, also the source of the “begging rat”) characterized the complexity of the conversation around social media measurements. Based on his presentation, it appears Baccus is using metrics better than most.

“Your customers want to talk about what they want to talk about,” he warned, “Not what you want to talk about.” Brands need to determine what motivates people to engage with them, evaluating post impressions against click-thru rates, likes per post, video views, retweets, mentions, etc.

During his discussion of ROI, Baccus encouraged the summit participants to dig into their “anti-data.” Try to uncover why people are hiding from content, why they are unfollowing or unliking. He also suggested determining drop-off points, where quantity, type of posts or other factors lead engagement levels to turn downward.

Michael Procopio, Social Media Strategist at HP, encouraged the measurement of only of elements upon which you can act. He has several excellent blog posts on social media ROI; Social media ROI and lead generation is a good starting point to tap his insights.

Reciprocity, relationships, membership, belonging

Yes, the four goals above should be applied to customers participating in your social media initiatives.

I agree with Andrew Warden, head of Strategy & Communications for Emerging Markets Services at Cisco Systems, who stated that they also apply to your internal organization. “The future of work is through communities,” he predicted, observing that, “Rapid and agile collaboration drives productivity. A good summary of his presentation has been provided by brandchannel.

Although not mentioned during the presentation, Cisco centralized its public-facing social media. At the bottom of Social@Cisco, you can find both company’s social media policies and playbook — both are worth a look.

Other posts in this series

Note that each has links to additional resources from presenters and participants.

 

Neil Glassman is principal marketing strategist at WhizBangPowWow, where he delivers malarky-free social, digital and linear media solutions. Join his conversation on Twitter or email Neil to talk about marketing or swap recipes.