Using social media? And how's that workin' for ya?

Measuring social media
These people on this tab are
measuring social media
The notoriously slow moving world of industrial and technical marketing has experienced an awakening when it comes to social media in the last couple of years. But if you've been using social media and digital outreach as part of your campaign for a while, you've probably asked yourself if it is actually working and, most importantly, how do you measure this 'digital' thing?

By Oana Baetica

Many marketers would agree that social media does exactly what it says on the tin; it's a medium, and not a message itself so it can only do so much for you. The crucial thing is to make sure that the message distributed through your company channels is the right one and aimed at the right segment of your audience.

However, for those of you who want to measure the results of your digital efforts, there are a few tools available.

Klout - Available as a free app, Klout uses analytics to rank social media users' influence using Twitter, Facebook, Google+, LinkedIn, Foursquare, Wikipedia, and Instagram data. The metric is social influence, measured through a 1 to 100 "Klout Score".

Klout measures the size of a user's social media network and analyses the content he or she has created in order to determine the user score. Klout basically looks at the way in which your followers interact with the content you have created.

Uber Vu claims to be the only real-time social media marketing platform that shows brands what they need to know about the effectiveness of their digital campaigns. The only downside is that it comes with quite a hefty price tag that only big boys can afford.

UberVu delivers monitoring, engagement, collaboration and reporting in a single dashboard - which helps reduce the time marketers spend digging up data and then collating it. The stream based system looks for insights and influencer mentions and detects trending stories as well as suggesting engaging content to post.

Sentiment analysis tool Social Mention offers free, real-time social media search and analysis. Similar to Google Alerts, social mention allows users to receive free daily email alerts based on certain key search terms. It can be used for in-depth sentiment analysis and can help reveal if social media mentions are positive, negative, or neutral. It also offers information about the top users, top hashtags, sources and post ranks (a measure of social engagement).

Needless to say, none of these three methods are scientific and foolproof but at least they offer some information about where your brand sits in the social media environment. If you'd like to learn more about mastering digital outlets, get in touch with us, the lovely team at Stone Junction.

Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

1 comment:

Elisabeth Michaud said...

Thanks for the uberVU shout-out, Oana! Reach out if you're looking for a preview of the platform. We were recently acquired by HootSuite, so we're looking forward to bring awesome social analytics to a wider audience over the coming months.
- Elisabeth, Social Media Marketing at uberVU