With our involvement in the PR, search and direct marketing industries through consulting and speaking at conferences, we’ve seen a huge boost in resources allocated to understanding and implementing various social media marketing tactics.
Despite that, the meaning of social media as a marketing/PR channel doesn’t seem to extend outside personal universes of interest. ie, search marketers often look at social media as using tools like Digg or StumbleUpon to drive web site traffic. PR practitioners often see social media as a branding tool using sites like YouTube & Facebook.
Regardless of the intent, social media marketing efforts are moot unless methods of measurement are in place. Which leads me to the Reader Poll Question:
What tools do you use to measure social media marketing efforts?
Standard Web Analytics (WebTrends, Hitbox, Google Analytics, etc) (51%, 41 Votes)
Several Different Apps (Feedburner, Subscription to RSS Queries, Compete, Technorati, Socialmeter, etc) (30%, 24 Votes)
Social Media Monitoring (BuzzMetrics, Relevant Noise, Cymphony, etc) (10%, 8 Votes)
Other - see comments (5%, 4 Votes)
A home grown solution (4%, 3 Votes)
Total Voters: 80
I wanted to keep the actual poll options brief and am really looking forward to seeing specific tools and their context of use mentioned in the comments. Our reviews of BuzzLogic, Collective Intellect and Radian6 are overdue but will be posting soon. They will be followed by reviews of several other tools related to social media metrics and a roundup of resources related to the topic.
About the author
Lee Odden has been recognized as a top B2B Marketing professional by Forbes, The Economist and the Wall Street Journal. For over 20 years he's worked with his team at TopRank Marketing to help elevate the B2B marketing industry through creative marketing programs that deliver more authentic, experiential and inclusive content for brands like LinkedIn, Dell and Adobe. Lee is the author of Optimize and has published over 1.4 million words on his agency's B2B marketing blog. As a trusted marketing thought leader, he has given nearly 300 presentations in 19 different countries on B2B content, search and influencer marketing. When not marketing, Lee is probably running, cooking or traveling.