How much time are you spending on social media? Can you tell if it’s helping sales?

Wouldn’t it be nice to have a framework for measuring the impact of your social media efforts?

That’s where Susan Etlinger’s new research for the Altimeter Group comes into play. Susan did qualitative research with 60 social media marketers and vendors to understand how businesses currently measure their social media performance.

Her goal: to develop a framework for tying social media performance to business goals.

NOTE: Because Susan’s original research targeted enterprise-level companies, I interviewed her to add some small business insights. The following comments combine results of the research and that interview.

Start with your strategic goals

Business owners who see great social media success tie their technology choices to their strategic goals. The following graphic shows the importance of a thoughtful process when designing your social media plan.

Make sure to start with...

YouTube Partner Reporting

comScore and YouTube are excited to announce a new feature that highlights the dedicated audiences garnered by YouTube content partners, independent and professional, bedroom and broadcast.

Individual audiences for partners and their channels, (such as CBS, Machinima, Philip DeFranco and hundreds of others) will now be displayed as their own entities underneath the YouTube parent entity in comScore's Video Metrix measurement service.

Benefits of YouTube Partner Reporting

With 3rd party measurement, YouTube partners can better monetize their content by having their audiences represented to the agencies and brands that actively use Video Metrix data. 

In parallel, the industry can now quantify the number of unique viewers belonging to different YouTube channels, as well as the demographics of those viewers.  comScore Video Metrix enables stakeholders to:

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A few weeks ago President Obama visited Palo Alto to raise money the good ol' fashioned way: a $30,400-per-plate fundraising dinner. This tried and true fundraising technique is a great way to raise money if you can get the President of the United States to show up to dinner. But how can you raise money if no one has heard of you and all you have is a website? Back in 2007, when Obama was running for the nomination and trailing by double digits in the polls, that's pretty much all we had.

 

 

 

The Experiment

As Director of Analytics for the Obama campaign, my job was to use data to help the campaign make better decisions. We started with just one simple experiment back in December of 2007. This experiment taught us that every visitor to our website was an opportunity and that taking advantage of that opportunity through website optimization and A/B testing could help us raise tens of millions of dollars.

This experiment tested two parts of our splash page: the "Media...

The Pew Center is out with a new report that focuses on Twitter usage in the U.S., and it reveals that 6% of the entire U.S. adult population is now on Twitter.

Young adults ages 18 to 29, minority groups — 13% black and 18% Hispanic — and urban dwellers are among the groups with the highest level of Twitter use. The report reveals that women and those with college educations are also slightly more likely than other groups to tweet.

One-quarter of Twitter users check the service multiple times per day to see others’ tweets, while one in five never look for new updates. Here are some select statistics about the actual tweets that are going out there:

• 72% of Twitter users say they post updates about their personal life, activities or interests.
• 62% post work-related updates.
• 55% use Twitter to share links to news stories.
• 53% use the service to retweet others’ material.
• 40% use the service to share photos with others, while 28% use it to share videos.
• 24% tweet their...

 

 

Rank	Topic	Intensity	Description
#1	Brazilian Slum Violence	3	Rio de Janiero, Brazil has seen an increase of violence as of late. The BOPE, a special forces unit of the military police, has invaded Complexo do Alemão (Alemão Complex), in an effort to quell the violence.
#2	Leslie Nielsen	3	1950s & 60s leading man Leslie Nielsen, later the star of such comedies as Airplane!, Police Squad and the Naked Gun films died Sunday at 84 in South Florida from complications of pneumonia. He "shirley" will be missed.
#3	World AIDS Day	2	On December 1, people called attention to the HIV/AIDS crisis with the hashtag #gogettested.
#4	Soccer/Football	2	Dimitar Berbatov of Manchester United scored big against Blackburn, and football teams Real Madrid and Barcelona faced each other at Camp Nou, Barcelona’s team stadium.
#5	NFL	2	Top trends centered around Andre Johnson...

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