SOCIAL MEDIA SUCCESS METRICS AND MEASUREMENT
One day workshop
This workshop overviews the social media measurement landscape and provides both qualitative and quantitative metrics for measuring social web initiatives. It expands measurement concepts from the traditional page views metrics into a comprehensive approach that helps you examine the unique benefits and value of social media in addition to traditional financial approaches. We will distinguish between measures of success and ROI, and focus on how to develop metrics that map back to your strategy and using them to improve your initiatives. You will have a computer to use for exploring online measurement tools and working through a measurement simulation. This workshop is in the Social Media Management Series™.
Workshop Objectives
- Differentiate between the concepts of Return On Investment, Success Measurement, Metrics and Business Value.
- Identify financial and non-financial benefits of social media.
- Use both qualitative and quantitative success measurements.
- Learn the different types of business value that might be derived from social web initiatives.
- Recognize the limitations and challenges of measurement in Web 2.0 measurement.
- Choose the most relevant success measure for a specific goal or initiative.
- Match metrics to the relevant social media features, venues, tools or channels.
- Assemble an appropriate set of measurement tools.
- Map measurement results back to specific strategies.
Social Media Basics, Social Media Introduction, or familiarity with the social web is recommended for participation.
Workshop Frame-of-mind: Measuring a successful web initiative is no longer centered on page views, clicks or impressions. Connected people are using new online channels to find, filter, and consume content and to engage in critical information exchange and conversation. Traditional models of broadcasting information from a central source once made standardized models of measurement possible. Today's massively distributed content across vastly fragmented media environments requires new approaches to measuring the success and ROI of web-based initiatives.
All business leaders today operate within the competitive landscape of the Web 2.0 environment - regardless of industry or the size of organization. Leaders must extract business value from these distributed channels, new emerging insights, and game-changing models. Creating relevant measurement systems that can make sense of a seemingly chaotic mixture of sources and channels is a key competitive advantage.
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