Four Metrics to Better Evaluate and Optimize Your Social Media Content

It’s important to constantly evaluate and optimize your best social media content to ensure your feeding content into an engaged and active audience.  Whether you’re a large brand or a blogger, if you’re spending time creating and sharing content no one is interested in, well, you’re just waiting your time!  Avinash Kaushik’s four major social media metrics were designed in a 2011 blog post to address the way in which we evaluate our social media performance.  Both Moz and Buffer use Kaushik’s social methods within their social media marketing, and theres an analytics tool, True Social Metrics, based solely upon his metrics.

Kaushik’s four metrics are:

1) Conversion Rate: The number of conversations per post.  For example, on Facebook, Google+, LinkedIn (comments), on Twitter (replies).

2) Amplification Rate- The number of reshares or retweets per post.

3) Applause Rate- The volume of ReTweets, Likes, +1’s, and so on.

4) Economic Value- The sum of short term revenue, long term revenue, and cost savings.

How To Evaluate And Optimize Your Best Social Media Content: 5 New Methods To Try Today image Amplification

Kaushik’s four metrics can be found across every social channel as they are independent of the individual social media networks.  The four metrics are now more easily measurable due to tools and free analytics such as:

  • The release of expanded twitter analytics which now allows you to easily view impressions, engagements, engagement rates, and much more information for free.
  • Social Media Examiner shared a comprehensive excel spreadsheet for evaluation and optimizing social media content.  The spreadsheet includes 14 different variables for each social media post including likes, shares, clicks, engagement and more.
  • Buffer allows you to stack social media updates across Facebook, Twitter, LinkedIn and other platforms and gives fantastic free analytics on retweets, mentions, favorites, clicks and more, as well as recommendations as to when to schedule and optimize content.
  • In my opinion the economic value is the hardest part to track within Kaushik’s metrics. At work we use a BitLy Google Analytics shortening tool from Setaris which allows you to measure specific keywords and campaigns through to conversions easily within google analytics, and shorten and track your links posted as well.

It’s important to consider Kaushik’s four metrics, and review and evaluate your social media content to ensure it’s always optimized and functioning well.  if you’ve got a tool or article you’ve read which has more information or insight, please share within the comments, or send me a tweet @MarissaPick. Thanks!

Dos and Don’ts of Marketing Automation (Marketo Blog)

I recently was asked to be a contributor to a post by Marketo discussing the Dos and Don’t of Marketing Automation in their Marketing Automation 101 blog.  The full article is posted below and can be found by clicking on the Marketo image, please let me know what you think of my feedback within the comments section, or by sending me a tweet @marissapick. Enjoy!

Marketo-Logo-Large

Dos and Don’ts of Marketing Automation

Marketing automation is a powerful tool with the ability to greatly increase your conversions.  However, in order for marketing automation to be effective, there are certain do’s and don’ts that you should understand, including how it fits into the larger context of your business. Based on information collected from experts in the marketing field, let’s look at the specific do’s and don’ts for marketing automation

“Marketing automation plays a key role in the customer/client acquisition process as it automates lead scoring, routing of qualified leads, nurturing those that are not ready to buy, and greater transparency into prospect/customer behavior on its own. It is important that a CMO and his/her team understand that marketing automation, as with any technology solution, is an enabler to their business strategy vs. a strategy on its own.

-Andrea C. Levine, Chief Outsiders,(@andreaclevine1)

DO FOCUS ON YOUR TARGET

​Unfortunately, marketing automation does not automatically recognize your best target audiences.  As a result, it is important that you are knowledgeable in regards to your personas.  If you are not 100 percent certain who you are targeting, there is a good chance that your efforts will not reverberate with anyone.  Obtaining well defined personas gives you the chance to create more concentrated campaigns through careful segmentation and targeting.  When segmenting and targeting are done correctly, it will lead to increased engagement, as well as more conversions over time

“Do personalize your B2B (business to business) marketing. The last time I looked, buildings and factories don’t process PO’s and write checks. People do. Use marketing automation to build segments to provide the right content, and the right time, to the right people. An IT director for a $50 million financial services company will have different needs and interests than an IT network administrator at a $200 million medical device manufacturer. Share stories with people that matter to them. Don’t talk AT them. Use marketing automation to personalize content based on buying stages, roles, companies, industries, and regions.

-Brian Hansford, Heinz Marketing, (@RemarkMarketing)

DO UNDERSTAND THAT YOU CANNOT “SET IT AND FORGET IT”

​While it can be easy to simply set everything up and move on to something else, this is not effective. You will gain the most from marketing automation by frequently revisiting, reevaluating, and adjusting your settings based on their performance. This also applies to social media. It can be very easy to schedule tweets ahead of time that are completely irrelevant when they are finally published. Keep track of what is coming up and readjust messages if needed.

“Do take the time to create your content strategy, and assess your people and the process changes that will be needed prior to investing in marketing automation. Marketing automation is a must-have technology for digital marketing programs, providing the visibility and automation necessary to execute on strategy, and the lack of it can result in failure. Given the functionality that marketing automation makes available, it’s also critically important to determine goals and how you’ll measure them to set up the appropriate lead-scoring scenarios and progression planning that gets contacts to a qualified state that your sales team will appreciate.”

-Ardath Albee, Marketing Interactions, (@ardath421)

DO URGE YOUR MARKETING AND SALES TEAMS TO POOL THEIR RESOURCES

​In the past, there has been some tension between these two teams, but marketing automation should reduce that.  Using marketing automation, your marketing team should be able to provide higher quality leads to the sales team.  In addition, it provides integration and analytic features to help the teams work together to identify certain business opportunities to follow.

“It’s critical to come to an agreement with sales on lead definitions and process steps.  Working with sales can provide feedback and data on lead quality and opportunities for future campaigns, which marketing automation can support.”

-Brian Hansford, (@RemarkMarketing)

Don’t Think Marketing Automation Will Create Your Content For You

​While it does not create content for you, it will point you in the right direction as to how to push your content.  Essentially, it acts as a delivery system between your audience and what you already have in place.  Use data analysis to make automation benefit your business.

“Do leverage data and analysis to make automation work for your brand. Review, revisit, measure and adjust to understand the full range of data triggers from your campaigns and get the most out of your automation. Take advantage of the rich behavioral data provided by marketing automation to create more focused, personalized, and successful campaigns.”

-Marissa Pick, (@MarissaPick)

DON’T USE MARKETING AUTOMATION TO CREATE SPAM MAIL

​Marketing automation has numerous email capabilities that can potentially be used to spam prospective and existing clients with unnecessary and unwanted emails.  Do not give in to this temptation.  It will only backfire!  Instead use it to your advantage, as well as that of your current and potential clients.  Examples include using marketing automation to create a monthly newsletter or any number of follow-up actions based upon how a lead reacts to an original email.

“Don’t commit email spam by merely automating the recipient’s first name, you must step up your game and deliver more personalized and engaging content. You must ensure emails sent through automation are customized for the individual reader, and leverage the sophistication of your platform. Your clients must feel as though they’re receiving communication from humans, not robots.”

-Marissa Pick, (@MarissaPick)

DON’T ALLOW MARKETING AUTOMATION TO LET YOU BECOME LAZY

​In order for marketing automation to truly work, you have to come up with something to automate.  Simply utilizing the extra time you have to think about other initiatives, such as how to effectively reach clients in a more personalized way.  When content is personalized and tailored to meet a client’s specific needs, they are more likely to convert.  By spending your extra time getting to truly understand your audience, you have the potential for even bigger payoffs.

“Over the past few years, marketing automation has rapidly evolved and has enabled marketers much needed ease in performing daily tasks at work. One of the most important things to remember before embarking with marketing automation is that it’s a technology not a strategy. It’s simply a tool available to help leverage the desired results from a more cohesive and planned strategy. Marketing automation should allow your brand and people to take advantage of the efficiencies gained by focusing times and efforts on other parts of the business, by automating otherwise time-consuming tasks.”

-Marissa Pick, (@MarissaPick)

“Do not ‘set it and forget it.’ The beauty of marketing automation is that it can relieve marketers from manual tasks. This ‘freed up time’ should be redirected into monitoring and refining, to continuously improvement the programs run by your marketing automation platform. Even if you’ve done the research and groundwork to create your content strategy, it’s still a ‘best guess’ until it’s in execution. With continuous improvements, marketing campaign performance can reach heights you might not have thought possible. Don’t settle for good enough when you’ve got the potential for greatness.”

-Ardath Albee


Marketing automation has proven to be very valuable for both marketers and clients.  Businesses will appreciate the increased lead conversion rate, while clients and customers appreciate their improved online experience.  By taking the following tips into account, you can ensure that marketing automation works most effectively for you.

.@MarissaPick Included in the #Nifty50 Top Twitter Women Writers Awards by @TomPick and @CKBurgess

I’m so honored to share with that i’ve been included in part of the 2013 #Nifty50 awards which honor 50 men and 50 women who actively engage on Twitter. With an impressive exposure of  more than 50 million people (according to topsy) this award has gone totally viral across social media with 7,000 tweets & retweets (wowzers!). 

The #Nifty50 was also featured in the new book by Mark (@mnburgess) and Cheryl Burgess (@ckburgess), The Social Employee.  A huge thank you to Tom Pick and Cheryl Burgess who selected the #Nifty50 from people who according to the blog post both write and produce content and actively engage on twitter. As Tom’s editors note in the original post includes, we are in fact not related, although we do share a fantastic last name!

The 2013 honorees include both full-time (e.g., journalists, authors, or PR professionals) and part-time writers (e.g., bloggers), and include some of my influencers who I often find myself engaging with online and offline at industry conferences, this list which includes many who I look up and respect deeply! Make sure to follow & subscribe to Tom’s Twitter list as well!

Image

To see the full #Nifty50 2013 list please visit the Blue Focus Marketing Blog