How Big Brands Measure and Communicate Social Media Success

L-R: Susan Beebe, Chuck Hemann, Christopher Penn and Dan Gingiss

L-R: Susan Beebe, Chuck Hemann, Christopher Penn and Dan Gingiss

We have all struggled with what to measure to show how our social media program is performing. Additionally, how do you best communicate the results to executives, managers and other stakeholders? At the Social Media Marketing World conference, experts from Discover Financial Services, Tyson Foods and Intel Corporation reviewed tactics for showcasing their successes.

Steps to Measurement Success
The first step is to find the stakeholders across the organization, which might be an internal audience of executives or managers or an external audience of consultants, partners and customers. Susan Beebe, Manger, social media & online communities, Tyson Foods says to then find out what matters to them.

Things to consider when measuring:

  • Reputation metrics
  • Competitive landscape

Tweetpoll Results on Social Media Monitoring and Measurement

Social media monitoring and social media measurement are two very different things, but I think many of the searchers and social media taggers using those phrases don’t always make the distinction. For some quick insight from a qualified audience, I turned to Twitter and within an hour had about 40 replies.

It started off with this Tweet: Twitpoll: What’s a better term: “social media monitoring” or “social media measurement”?

Many of the responses were a specific selection of “measurement” or “monitoring” but most pointed out that social media measurement and monitoring are different things. Monitoring is what you do to find information which you can then measure.

It was a pretty neat application of using Twitter for a quick poll with near immediate responses from professionals that might not respond to traditional polling methods. Below are the actual replies: