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Social media measurement – comparing hogwash to tripe won’t help you

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The shiny objet du jour

Social media measurement seems to be the shiny object holding everyone’s attention this year. And all sorts of folks are weighing in with their experiences and opinions, whether based on years of experience or their first time around the block. As we all try to figure out what works, we’ll have to slog through a lot of what doesn’t.

It can be frustrating reading so many contradicting opinions and new research studies that only seem to lead to more questions. I tend to get the most frustrated when I see blog posts and articles which try to inappropriately adapt traditional business or media metrics for social media. Impressions for a newspaper are transformed to social media impressions. Readers or viewers become followers, friends and fans. Worst of all, ROI becomes return on influence or return on engagement (ROE).

Can you really compare the number of viewers of a television program to the number of people following you? Integration of social and traditional media measurement is becoming more and more important, but can we find metrics that are apples to apples?

Useful and useless metrics

The bigger problem with the first two examples, though, lies with the original metrics as much as with the faulty adaptations. With the exception of ROI, these metrics can never tell the whole story or show success on their own. Often they don’t add much value at all.

Even some of the oldest business and media metrics are not based on goals. They may be used for a wow factor or simply because it’s become a habit, but we tend to forget that our measurements should always be based on business objectives. The measurement of success should measure progress toward our idea of success.

If your business recently launched a new product or service, how would you measure success? Would you be satisfied to know that over one million people saw your advertisement on television? Would you sleep better at night knowing you have 5,000 folks that started following you on Twitter? What if you don’t see any new business?

What one thing must all goals have in common?

Whether you subscribe to the SMART or DUMB theory, all goals must be inherently measureable. Similarly, any metric or number you choose to measure should in some way show success based on your original goal. If your new product launch campaign was meant to drive awareness of your new product among your current customers, does it help to know that nearly all of them had a chance to hear about your product? Or does it matter more that 60% of them remember the product’s name and key features after the campaign ends?

It’s rarely easy to do, but as we learn how to measure social media and quantify its value, we must remember to always keep our goals in mind and use them to build measurement. Shiny new numbers should never be used unless they can be tied back to a real business goal or objective. Using our goals will always set us up for success, even if our metrics aren’t perfect.

Rebecca is a passionate UNC graduate, and a biochemist-turned-communications professional, she spends her days as a senior social media analyst at Digitas in Chicago, specialized social media monitoring and measurement best practices. She is continually excited to explore additional facets of digital measurement like traditional Web analytics, search metrics and integrated data models.

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23 Comments

23 Comments

  1. Andrew Mckay

    September 29, 2011 at 7:30 pm

    'bout them Heels Rebecca 🙂
    Wrongly I don't track where leads come from or worry too much about ROI etc. I tend to throw it all in the pot and sees what comes out at the end. I know the "experts" say track, use this to see what works and so on. My problems is I may meet some one socially, they then read my blog and we become Facebook buddies/Twitter.
    Now do I measure the success by meeting them initially, showing them my "expertise" on the blog or keeping in regular contact on Facebook. It's all so integrated these days that I'm unsure it's possible to measure.

    • Rebecca Denison

      September 29, 2011 at 10:59 pm

      I know what you mean. I've realized lately that attribution is the biggest problem we face. If you drive sales, where do you give the credit? Maybe it was that Facebook friendship, but if they click an ad, that ad will likely get the credit. It can be a mess. Thanks for reading and getting me thinking.

      And you leave my Tar Heels alone!! 😉

  2. Andrew Mckay

    September 30, 2011 at 10:50 am

    You'll find me in the '83 to '84 Yackety Yackety year book:)

    • Rebecca Denison

      September 30, 2011 at 10:53 am

      Get out of town!! I'm always so glad to run into other Tar Heels. 🙂

  3. Matthew Hardy

    September 30, 2011 at 11:21 pm

    Reminds me of the old John Wanamaker quote:

    "Half the money I spend on advertising is wasted; the trouble is I don't know which half."

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Social Media

Reels: Why Instagram can’t compete with TikTok… yet?

(SOCIAL MEDIA) The future for Instagram Reels is uncertain, since even Instagram has acknowledge that TikTok is far ahead of them, but what does it mean for their future?

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Phone camera on stand in foreground with two women filming for TikTok or Instagram reels in the background

If you’re a TikTok user, chances are you’ve scoffed at Instagram’s attempt to compete with the hype. Yes, I’m referring to the Reels feature.

In an attempt to step in and absorb all the TikTok user run-off in August, when Trump announced the TikTok ban, Instagram launched Reels. Short, catchy and sharable clips, Reels are almost exactly like TikTok videos – but are they catching on?

In an interview with The Verge’s “Decoder” podcast, Head of Instagram Adam Mosseri says that he isn’t yet happy with Reels, stating that TikTok is still “way ahead”. While Reels is growing in terms of shared content and consumed content, it’s not nearly where Instagram hoped it would be by this point. Perhaps this is because TikTok is still alive and well. Or perhaps there’s something else to it.

It’s interesting to note that some of the most popular Reels on Instagram are simply reposted TikToks. This poses the question: Is Instagram’s Reels simply a channel where the ‘cream of the crop’ TikTok videos can get posted in a second location and exposed to a new audience, or is it actually a platform for creators?

Mosseri also hints at some sort of consolidation across Instagram’s video features (i.e., IGTV, in-post videos, Reels). Without being entirely sure what that will look like, I’m already skeptical – is this all just another example of Facebook (via Instagram) trying to hold a monopoly on the social media sphere?

My opinion? As long as TikTok is still in operation, it will reign supreme. While the two apps have a ton of overlap, they are simply different cultural spaces. TikTok is a trend-heavy, meta-humor creative space that relies on engagement between users through effect, duets, and other TikTok-exclusive features.

Adversely, Reels is a space for Instagramming millennials and Gen Xers who might be choosing to opt out of TikTok (which has sort of become the cultural epicenter for the younger Gen Zers). The feature might also be used by Insta influencers and creators of all ages who toggle between the two apps (i.e., reposting your viral TikTok on Instagram to gain more traction).

Whatever the reason is for engaging in Reels, I’m fully certain the feature will never amount to the success of TikTok – but I guess we’ll have to wait to see what Instagram has in store for us next.

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One easy way to organize your influencers inbox, get paid for fan DMs

(SOCIAL MEDIA) Superpage is a contact page for influencers that also allows users with a fanbase to charge fans money for guaranteed attention on their message.

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Demo page of Superpage, a contact page for influencers that lets you filter DMs across social media platforms.

At times, our inboxes can get out of control. Besides email from our family and friends, marketing and spam emails wind up in there, too. While for some of us, it isn’t too bad to handle. Some people might find it a little harder to manage because of the great influx of messages they receive. And, some of those people are influencers.

Well, that is one company’s target – if you have a fanbase, you have an influence. Superpage is a “contact page for influencers.” According to the company’s website, their product will help influencers declutter their inboxes and offer them a better communication setup.

“DMs & e-mails were built for generic human communication. With huge follower-base & more people seeking their time, influencers need a slightly different communication setup – designed just for them. That’s what we’re building at Superpage – a communication system uniquely crafted for influencers,” wrote Superpage Founder Srivatsa Mudumby.

Who can get Superpage?
Superpage is meant for influencers, creators, artists, writers, entrepreneurs, and just about anyone with a social media presence.

What does it do?
The platform allows fans to directly connect with influencers by letting them send a message through the influencer’s Superpage. So, instead of hoping to receive a reply from the DM they sent on Instagram or TikTok, Superpage guarantees a reply, as long as it isn’t illicit or spammy of course.

But, while Superpage lets fans communicate with their idol, it doesn’t do so for free. Fans “pay what they want” to send a message. However, the website doesn’t make it clear whether what you pay makes a difference. If someone pays more, will their message get prioritized? I doubt a $10 ticket gave anyone the chance to choose between general admission or VIP.

How does it work?
You sign up and set up your personalized page by adding a bio, display picture, cover photo, topics you’d like to discuss, etc. Once you link your bank account to your Superpage account, you can share your page on social media, website, or blog post. Through your unique “Superpage link” anyone can send you “Super texts” (messages).

In your Dashboard, you can view, manage, and reply to your messages. Superpage uses “restricted messaging”, which means each sender receives a limited number of messages to follow-up. Once you’re finished replying, the conversation will automatically close.

Fees and Payments
There is no monthly fee to use Superpage. The company makes money by charging a 5% commission plus credit card fees. And, it uses Stripe to process payments directly to the influencer’s bank account.

“People want to talk to influencers of the world but because of huge volume of messages & poor incentivization, influencers can never respond to everyone mindfully. We spoke to a ton of influencers and almost everyone complained “my inboxes are spammed,” wrote Mudumby.

Superpage does provide a new way for fans to reach out to their idols, but is it more like a way for them to charge for office hours? One thing is for sure, it’s a way for influencers to reach out to fans, but make money in the process, too. It’s up to you to decide if it’s something you’d put your money into.

As for a decluttered inbox, it does seem like all those emails and messages might not end up in your messy inbox. Instead, they will live on the platform’s dashboard in a, hopefully, more organized manner.

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If you’re not on Clubhouse, you’re missing out – here’s why

(SOCIAL MEDIA) What exactly is Clubhouse, and why is it the quarantine app sensation? There’s a few reasons you should definitely be checking out right now!

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Clubhouse member hanging out on the app, on a couch with mask on their face.

The new exclusive app Clubhouse is challenging what social media can be – and it might possibly be the best thing to blow up during quarantine.

Developed by ex-Google employee Rohan Seth and Silicon Valley entrepreneur Paul Davison, Clubhouse has only been gaining in popularity since lockdown. Here’s why you need to join immediately:

What is Clubhouse?

Clubhouse is like if subreddit pages were live podcasts. Or maybe if niche, topic-centric Zoom chatrooms could connect you with people from all over the world. But it’s ONLY audio, making it perfect for this period of lockdown where no one truly looks their best.

From networking events to heated debates about arts and culture to book clubs, you can truly find anything you want on Clubhouse. And if you don’t see a room that peaks your interest, you can make one yourself.

Why is it special?

Here’s my hot take: Clubhouse is democratizing the podcast process. When you enter a room for women entrepreneurs in [insert your industry], you not only hear from the established experts, but you’ll also have a chance to listen to up-and-coming users with great questions. And, if you want, you can request to speak as well.

If you click anyone’s icon, you can see their bio and links to their Instagram, Twitter, etc. For professionals looking to network in a deeper way, Clubhouse is making it easier to find up and coming creatives.

If you’re not necessarily looking to network, there’s still so much niche material to discover on the app. Recently, I spent an hour on Clubhouse listening to users discuss the differences in American and British street fashion. It got heated, but I learned A LOT.

The celebrities!

Did I mention there’s a TON of celebrities on the app? Tiffany Haddish, Virgil Abloh, and Lakeith Stanfield are regulars in rooms – and often host scheduled events. The proximity to all kinds of people, including the famous, is definitely a huge draw.

How do you get on?

Anyone with an iPhone can make an account, but as of now you need to be “nominated” by someone in your contacts who is already on the app. Think Google+ but cooler.

With lockdown giving us so much free time that our podcasts and shows can’t keep up with the demand, Clubhouse is a self-sustaining content mecca. Rooms often go on for days, as users in later time zones will pick up where others left off when they need to get some sleep. And the cycle continues.

Though I’m still wrapping my brain around it, I can say with fair certainty that Clubhouse is very, very exciting. If you have an hour (or 24) to spare, try it out for yourself – I promise, you won’t be disappointed.

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