Published on October 28, 2009
Man(agement) vs. WildHeading the Call of the Free Range Customer
Prepared for eMetrics DC October 20-22, 2009
Laura Lee S. Dooley, World Resources Institute
“Social media is all about relationships and relationships fail …” – Charlene Li How do we put a numeric value on relationship ??? http://www.flickr.com/photos/26304233@N00/2425651754/
Different metrics … http://www.flickr.com/photos/hypertypos/2967490176/ … different levels of engagement
Pageviews … http://www.flickr.com/photos/8418112@N04/3526002850/ … your site only!
Clickthroughs … http://www.flickr.com/photos/14881935@N08/2516293828/ … multiple sources & destinations
Visitors … hhttp://www.flickr.com/photos/92079962@N00/97170116/ … are they the right ppl? do they care/matter?
Friends, followers, fans … http://www.flickr.com/photos/twose/887903401/ … growth ≠ impact
Unfriend, unfollow, unfan … http://www.flickr.com/photos/twose/887903401 … changing community
Metrics timelines … http://www.flickr.com/photos/21313845@N04/2455120187/ … realtime, your time
Relationships … http://www.flickr.com/photos/73645804@N00/1384954600/ … how much are YOU worth?
Tools measuring the backend Twitalyzer – person or brand?
Social media analytics requires new metrics (c) Rick Harrison. http://www.flickr.com/photos/sovietuk/141381675/
Social Media Metrics Infinitely measurable web – NOT! Complex challenges = complex questions Why? Why? Why? Why? Translating data into action is difficult with time-lapse Social media should have social metrics Real time, downloadable, w/in tools Simple segmentation Tracking micro conversions Tracking connections
Getting beyond your website , page, profile
Twitter lists Twitter Lists (BETA)
Keep social mediafocused on• community • conversation • connections … not technology
What are you trying to do (goals)? How can you get it done (tasks)? Success = It’s done! Being willing to revise yourgoals/tasks as the online conversation changes.
Related Resources http://bit.ly/4DoCkm firstname.lastname@example.org Search: “Laura Lee Dooley”