As many of you know, a few days ago I posted an entry listing ways to begin measuring the impact of social media. Since then, I asked the same question–“How would you measure social media marketing?”–of some hard-core marketers on LinkedIn. I got some great answers, including some obvious ones I should definitely have considered myself <hand slapping forehead> including:
* Monitoring the e-mail signups and RSS signups you get, and look at trends in signups.
While small rises and falls don’t mean much, big shifts are obviously worth watching. Maybe you’ll want to do a retention campaign with your existing registrants if you’re losing ground. If you’re doing really well, meanwhile, it might point you towards a source of profitable relationships in the social media world.
* Tracking the prospects that come in through social channels all the way through to whether they convert into sales.
Given the diversity of assets circulating on social media these days, it’s important to track this in fine detail, down to whether a video, article, podcast or link took the reader to your site.
* Looking specifically at number of new registered users and pageviews generated by social media-generated visitors to your site.
Of course, we all know that page views and registered users are important. Still, not everyone is looking carefully at how standard measures like pageview generation and user registration rates differ between social media and other sources. It’d also be good to discriminate what results can be generated by specific social media sites (e.g. Facebook vs. MySpace).
By the way, a few LinkedIn-ers seemed convinced that social media was best thought of as a PR medium, which is a defensible position. As for me, though,I think we can go a tremendous way toward turning social networks and sites into direct response vehicles.
Now, here’s a question for all of you. Other than folks using PPC ads on social media sites (which almost always calls for a landing page) are you bothering to build landing pages to track social media clicks and visits?