Question

What is the role of metrics in social media marketing programs? How do the metrics used in decision-making vary at different levels of the organization?

Answer 1

Social media analytics is the use of data to calculate the effect on a company's sales from social media operation. Marketers also use social media monitoring tools to track social network behavior and collect information about how a subject related to a brand, product, or business is viewed. There is currently a lot of discussion about which metrics are most useful for understanding the needs and desires of the consumer. Many advertisers tend to look at conventional measures of user interaction, such as clickthrough rates, page time, content shares and feedback. Many advertisers use text analytics and search based applications to keep track of positive or negative audience feelings.

Since the essence of this social dialogue is now fragmented and far-flung, marketers face a challenge in aggregating and consolidating social communication from a single, relevant viewpoint. They also struggle with how to make the data relevant and digestible for business executives and how to manage privacy settings on social media platforms such as Facebook and Twitter that placed roadblocks on and discourage companies from collecting data. Social media tracking tool dashboards support some of the tasks and developments in data analysis, big data analytics and predictive modeling are anticipated to make it much easier for marketers to transform data into action items that help the company

Regardless of industry, each company performs internal processes (such as how long it takes to get a new employee on board, from the time they apply their application to their first day of work) and external processes (such as how long it takes for customer service reps to respond to a problem-solving request). Measuring the timeline from start to finish to complete any operating phase is important for creating solid baseline data that can be used to make decisions on issues like resource management and human resources. After you have collected the baseline data, the primary areas for cycle time reduction can be identified and data-driven targets set

Quality assessment needs to include both senior management who understand the organization's long-range objectives, and front-line workers who know what kinds of metrics are required for careful decision-making. Although there is no "complete collection" of measures, organizations will begin with a collection of metrics "starter" and refine those measures over time. Today, there are many business performance measurement systems in use, several of which can be adapted to nonprofits and associations, depending upon the desired outcomes of the organization. Effectiveness of performance management depends on defining and incorporating appropriate market metrics which are customized to the needs of an organization