O'Reilly logo

The Executive's Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business by David B. Thomas, Mike Barlow

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 7

Listening, Measurement, Analytics, and ROI

However beautiful the strategy, you should occasionally look at the results.

—Winston Churchill

One of the key pieces of advice that Chris Brogan, president of New Marketing Labs, offers to companies (or anyone) getting started in social media is “Grow bigger ears.” This is a maxim repeated over and over again in a variety of different ways: Listen before you talk. Join the conversation. Social media is a cocktail party.

The reason so many people talk about it is that it’s right. The most important thing your company can do when getting started in social media is listen and learn. Hear what people are already saying about you, what channels they’re saying it in, and the ways people communicate in those channels.

Unfortunately, there’s no shortcut for this. You will not derive anything of value from social media if you are primarily concerned with broadcasting your message. If you can’t accept that, put down this book and move on.

If you’re still here, we’ll talk about the different types of monitoring and measurement activity you can engage in to get some real value and build up to a model for measuring social media return on investment (ROI).

A SIMPLE LISTENING FRAMEWORK

Listening is even more important in social media than talking. Your customers and prospects are sharing information daily about their business challenges, and you need to listen. There are lots of ways that you can take advantage of that information, but let’s ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required