In our efforts to measure everything, some marketers believe social media metrics are evasive enough to not even try to measure the results.
And yet our guest, Keith Quesenberry, says that metrics are simply standards of measurement by which efficiency, performance, or progress can be assessed. He also believes that in social media things can get complicated quickly due to the amount of data and number of options related to what can be collected, and where.
In this podcast, we cover the basics of collecting social media data, tracking social media metrics, and identifying KPIs (key performance indicators). We will also consider how to link social media actions to business goals and marketing objectives for social measurement and optimization. This episode's host is Cyndi Greenglass.
Some of the talking points will include:
- Is there a simple way to link social media metrics to business and/or marketing objectives?
- What else should we as marketers be thinking about when it comes to social metrics?
- What is the biggest mistake marketers still make with social media metrics?
About Keith Quesenberry
Author of "Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution.
As a marketing professor, he brought 17 years marketing and advertising experience working on marketing campaigns for large, international Fortune 500 companies to entrepreneurial startups.
At Messiah College, Johns Hopkins, West Virginia, and Temple Universities, he taught, lead and developed multiple marketing, digital marketing, social media, IMC and advertising courses. Keith pulls from his professional experience, and the latest theory and research, and uses interactive methods to inspire and prepare future leaders in today's fast-paced, innovation-driven business environment.
Quesenberry is also active in academic research with published journal articles, workshops and presentations at academic conferences AAA and AEJMC, and professional conferences PRSSA and IMC INTEGRATE. He has published research in Advertising Age Research Reports, International Journal of Integrated Marketing Communications, Journal of Marketing Theory and Practice, and Journal of Current Issues & Research in Advertising.
Keith also appeared on/was quoted in MSNBC TV http://on.msnbc.com/1uwfUEH, NPR radio, Harvard Business Review, New York Times, The New Yorker, International Business Times, Forbes, MSN Money, MSN, Fox News, Fox Business, Variety, Entrepreneur Magazine, Baltimore Sun, Yahoo News, and international AFP stories.
Keith is a contributing author to Harvard Business Review, Time, Entrepreneur.com, SocialMediaExaminer.com and MarketingProfs.com.
Keith holds Hootsuite Pro and HubSpot Inbound Certifications, and is a HootSuite and HubSpot education partner.