Tag archives: google

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Social Media ROI with Custom Campaigns and Google Analytics

Social Media ROI (Return on Investment) is the elusive 3rd-rail of social networking. It’s elusive in the sense that there is no absolutely agreed-upon industry-wide calculation to use. It’s the 3rd rail because that’s where all the power is. Social media managers don’t want to be judged by a set of metrics that might not reflect the true “value” of the social media channel(s). Social media brand managers are focused on building communities and building attention rather than focused on delivering to the bottom line.

Unfortunately, this leaves many executives with an uneasy feeling that all this tweeting, “liking”, and pinning is just an act of futility without anchoring anything to a real bottom line.

It’s clear that there is and ROI in there somewhere – but how can it be measured?

Building a Set of Success Metrics

I’ve chatted with many customers & friends (often from the SMMOC crowd) about the SMROI issue, and the first thing that becomes obvious is that for some reason basic marketing practices get tossed out the window. I don’t know why it is – but SM is merely an extension of the existing branding / PR / Sales / Advertising / Promotion channels that have existed in all businesses.

Advertising using Google Adwords is perhaps the antithesis of Social. Social is about building relationships, attending to customers on a one-on-one level, and fostering a sense of community within the social-sphere. Adwords is the opposite. It’s about reaching a customer at the crux of their decision-making process: At the point they’re searching. The website is responsible for the rest.

So, the challenge becomes building a set of metrics (quantifiable) that operate within a personalized space (qualifiable responses). Continue reading →

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Google Should Make a CMS… Right Now.

I’ve been thinking about this a little bit over the last couple days, and I’ve come to this conclusion. Google should be making a Content Management System (CMS). Right now.

I’m not talking about their existing website product, Google Sites. That’s just a Google version of Geocities, with less dancing babies. No, what I’m talking about is a full-blown WordPress, Drupal, Joomla competitor. They have the capability to do it, and they DEFINITELY have the incentive.

“What was traditional site content of the past decade – essays, posts, pictures, etc. is now moving away from open.”

Look at the modern web through Google’s eyes. It’s fragmenting. What was traditional site content of the past decade – essays, posts, pictures, etc. is now moving away from open. Obviously Google’s biggest threat is Facebook – and now that they’re a public company, the shareholders are going to nudge the company to embrace more open competition to Google directly. Continue reading →

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Social Media Mastermind OC 10-22

This post was generated by Dashter… So it’s a Saturday morning and it’s time for some Social Media Masterminding here in Orange County!

Tips for College Kids about Social Media

Amanda WernickAmanda Wernick – @FUNomenalMe
in college? Be sure to keep up with your privacy settings. There is no privacy, only the illusion of it. #smmoc

Amanda has a really clear phrase here that I love, in that there is only the illusion of privacy. Companies like Google keep massive databases, and they’re public companies – they could decide tomorrow to sell off their database if it served their shareholders’ best interests. Privacy online is a virtual illusion.

Mitch DevineMitch Devine – @DevineLines
Social media advice to college kids: what goes on the Internet, stays on the Internet. It never dies. #SMMOC

It really doesn’t. Here’s something to think about: If you use 3rd-party apps on your social profile, those apps might be storing your profile data on their servers. Your data could be in a thousand different places – even if you delete your profile from the original website, it might be living somewhere else. The cost of hosting data is so low, there’s virtually no reason that it will ever get deleted.

What’s your Personal Brand?

Matthew GallizziMatthew Gallizzi – @mgallizzi
@DevineLines College kids could use a course on “branding”. They need to know employers will be researching them. #smmoc

Definitely agree with Matthew – personal identity and “branding” is more important today than ever before. There’s a part of me, though, that pities kids growing up in today’s marketplace. The act of “reinvention” is so valuable, but with online profiles and never-dying data, it becomes a lot more difficult. I think employers will have to adapt their understanding of hiring: Comparing two profiles, you will discover one with “bad” history and one with “no” history.

Candice CendañaCandice Cendaña – @CandiceCendana
RT @DarinRMcClure: #smmoc college kids your credit score is more important than your GPA. via @FUNomenalMe

Definitely think this is true – that credit score / tracking is for LIFE! You can always re-take a class, but your credit score is a reflection of your trustworthiness in the marketplace. Your next employer will care, your next date will probably care, and everything you attempt in terms of finance will be affected by this number. Good luck trying to get a home mortgage with an A- in economics!

SEO – Search Engine Optimization, it’s social, right?

Mitch DevineMitch Devine – @DevineLines
Approaches to SEO: you can optimize first, or you can focus on putting out great content and the #SEO will follow. #SMMOC

I think the folks with a strong SEO background would say the genius of a strong optimization strategy would be to start with a plan of action (know what you’re trying to optimize), write great content, and then continuously re-optimize. It’s a nonstop process.

Janet WhiteJanet White – @iSocialJanet
#smmoc SEO means
“How amped is your Google Juice?” #smmoc #google juice

Haha that sounds much worse than it is.

And a final thought… On Facebook – you’re not the consumer, You’re the Product.

Amanda WernickAmanda Wernick – @FUNomenalMe
If you pay nothing for something, YOU are the product #smmoc

No such thing as a free lunch – still true on social media & the internet – perhaps now more than ever.

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Think that makes for a great Saturday morning… Great to see everyone! Looking forward to seeing some of these friendly social faces at Monday evening’s Orange County WordPress meetup!