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Social Media Marketing: Why the Ambivalence Toward Analytics?

By Avax Subscribe to RSS | March 6th 2012 | Views:

What does all that social interaction from your social media marketing all mean? Most businesses aren’t excited about finding out. At least that’s what a research is showing. Econsultancy released their fourth Quarterly Digital Intelligence Briefing, and while it reveals social media engagement is rated as the top priority, and one of the most exciting opportunities for companies… analyzing the results of those efforts appears well down the list in ninth place.

As producers say in newsrooms, “That story isn’t ‘sexy’ enough.” While that sounds titillating, it’s really about what grabs your attention and has wide appeal, and the fact is, these days some people just don’t want to be bothered with the mundane, no matter how important. Face it, analytics just aren’t that ‘sexy’. But why would you bother having a social media marketing campaign and not be chomping at the bit to figure out what it’s doing for you? After all, the capability to measure the ROI of social media exists. Is it the time and cost involved? Is it the uncertainty of the monetary value?

Eliminate the fear, and the doubt

Accept that not all the analytics and evaluations will yield information you want, like how much money you’ve made off your efforts. However, knowing the numbers, and types of interactions you’re getting through social media can help you to understand if people are paying attention to your messaging. Social media is a part of creating brand credibility. Name recognition and positive reputation begins with establishing those social connections.

Eliminate cost concerns

There are free spreadsheets available to help with social media analytics. Mashable put them in a tidy list explaining what each of them can accomplish.

* GetTweets is a Google Spreadsheet script that enables you to export Twitter search results.

* FacebookLikes evaluates user interaction.

* Monitor social media reputation generates Google search results for terms you provide, and it pulls Twitter and Facebook counts for each page, allowing you to see how much you are being discussed.

* Archive followers with a spreadsheet that allows you to extract your friends and followers to search and filter Twitter contacts.

Having a social media presence can be fun, and can certainly accomplish a lot when it comes to starting a conversation, spreading your message, and getting conversions. But sometimes you need to take care of the unpopular chores that go along with it.


Avax - About Author:
At Avax we have carved the strategy of social media optimization and social media marketing within our SEO methodology, which provides our clients the competitive advantage in gaining significant keyword rankings and sustenance when you get to the top of Google.

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