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Hence the stress on measuring Economic Value. If social media is done well by any brand that Economic Value will easily surpass any people, process, technology investments the company is making.

That should tide us over until we figure out the value of the other stuff. And then we will rule the world! I have no doubt there is some value in social beyond what can be measured, as this has been the case for all marketing since it began ; The problem is this value is often situational, not too mention not properly measured using an incremental basis as you point out.

For example, to small local businesses who do no other form of advertising, there is a huge amount of relative value to using social media, versus no advertising at all.

Some advertising is much better than none, and since it's free, the incremental value created by properly using social is huge.

On the other hand, I wonder why social analysis seems to forget that people have to be aware of you to "Like" you in the first place.

Further, it seems unlikely a person would "Like" a brand or product if they have not already experienced it, and are already a fan.

If this is not true, if people "Like" a company even thought they do not paid to Like? Add the fact many companies are running lots of advertising designed to create awareness, and the incremental value of social as a "media" may be close to zero, or at least less than the cost to analyze the true value of it.

And this last, really, is the core of the issue. It's simply not possible to measure "all" the value created by any kind of marketing, and there are hugely diminishing returns as you try to capture the last bits.

Analytics: Why? We're so much better off buying users through SEM or Outbrain than getting facebook fans, in terms of revenue and user loyalty.

What makes this type of debate so much more difficult is that Social is very high level of effort in a way that SEO is not today. Partially because the tools aren't up to snuff, partially because there is a lot left to learn and because external factors keep changing.

But, I do think you are overlooking one crucial element to the value of social media, which its synergy with search.

We continue to see examples which prove it to be a very strong relationship. For instance, a user shares a page to their friends on Facebook.

Because the link was shared through our on-site tools, a custom tracking code is appended. Then, suddenly, we see a huge spike 30k visits coming from Bing with that particular URL, including the sharing tracking code.

Huge economic value! But, what about the instances we can't track? When users grab the URL out of the toolbar and paste it into facebook and twitter etc…?

This relationship to search is EXTREMELY valuable for a company who garners the bulk of organic traffic through search. But, the lack of transparency in this relationship make it very difficult to craft a bullet-proof argument for investing in Social.

Also, we just signed on with an awesome little start up called Argyle Social argylesocial. They provide for link tracking, publishing, on-site conversion tracking, account or platform level analysis.

It seems like they could track 1, 2, Part of 3 FB not Twitter and 4. One thing that is going to kick this framework into high gear is sentiment analysis.

Sadly, no one has nailed it yet — automatic processing of language is a ridiculously difficult problem to solve.

That would open up a crazy new world of measurement. David: It is a hard problem to solve and data today, not matter how good, is just not there.

Human processing of the context of the words still wins for now. For example here is a very good visualization created after applying sentiment analysis to the bible:.

It looks pretty and has some very interesting trends. But even a cursory glance will identify imprecise classifications. Lots of great stuff to think about here, Avinash.

Thank you for bringing this conversation to the table and for framing the topic so nicely. I really like the idea of measuring the individual tweets for the type of content that causes better amplification or better applause.

I like your google analytics report for measuring economic value. My mind immediately wanted to see bounce rate in there to get a glimpse at missed opportunities.

Even though some re-post a blog, they change some text, but dont even bother to mention the source. The original writer doesnt get noticed, the person copying the post does.

Lot of "duplicate" post blogs have spoilt the real blog world, which makes it worse day by day! On measuring applause on Twitter, what about favstar.

That allows you to see how many people favourited a specific Tweet and who did the favouriting — is that a word? On the subject of secondary networks, have you looked at tools like Followerwonk?

Quick way to better understand the make up of secondary networks — as well as identify which people you might consider following engaging with.

Great article as always Avinash, and the topic of social media metrics and measurement strategies is something I am quite interested in and am spending quite a bit of time doing ongoing research upon.

When you defined macro vs. I'm wondering, would you consider improving Conversation, Amplification, Applause potentially as micro-conversions as well, since it helps answer, "why does my online marketing efforts, including social media, exist?

Peter: Very good question. I've defined Micro Conversions as things that add direct short or long term value to the business. Conversation, Amplification, Applause absolutely add value to the business.

But for now, while the ecosystem evolves, it is very hard to understand how the direct part of the definition is met.

Hence for now I would say these metrics and success they identify adds indirect short and long term value to the business. So I would not consider them to be "micro conversions.

Avinash, I like the three metrics you propose and share your aversion for aggregate metrics. However, I'm not sure whether the fourth metric isn't falling a bit short.

You seem to imply that you use social media to drive traffic to your site which will then create economic value.

My brand manager colleagues would argue that the value is created by their beautiful facebook pages themselves i.

They don't even expect consumers to go to web pages. Any idea how we can get management's attention for social if we don't use Google Analytics goals?

On another note: what do you think of Facebook's new "people talking about" metric? Where does this fit in the framework? Daniel: Beautiful Facebook pages are not the end.

They are, if they deliver relevance, the starting point. Then you measure Conversation, Amplification and Applause to understand if your beautiful Facebook pages contain beauty that is just skin deep.

Those three metrics are squarely focused on judging if your Agency and your Company are "doing Facebook right.

I've stressed a couple of times that Economic Value will capture only a fraction of the value delivered, but it is a real value to the business.

If you can't show your management that your social strategy is somehow tied to business success then it would make life difficult.

It is also possible that your websites don't deliver any value to the business. In as much having a social strategy that provides a path for outcomes for some of your audience via your websites might not be an option.

That would be quite sub optimal. Regarding "People Talking About"… it is a compound metric that mushes a few different things together.

I am a little bit biased against compound metrics, please see the links in the above comment. PS: Please also see Jim Novo's comments on measuring "social value" all by itself.

Just to add insult to injury, I copied this url into an email msg that I shared with about 10 folks who are important to projects I'm leading.

They will likely share my email with others using their fwd button. Who's gonna measure that? If those people use Outlook then they show up in Direct Traffic.

But if they use modern email programs like Gmail then they will show up just fine as email referrers and hence trackable! Also if you use the "Email to a friend" link on most sites then they contain tracking parameters.

So trackable. Finally if you just copy and paste the blog text then that is also trackable, please see this post:.

But I've disabled it because I personally find that annoying and don't want to foist it on my readers something I don't like myself.

So you are right that there are limits to what can be tracked. But we can track more than you can imagine. Provocative and attracktive ideas, Avinash and Ben Hi, Ben.

It's been a while! Too long! For managers who are non-averse to aggregates, just think of the possibilities: only 4 more metrics away from a tool you could call the "8-Track Ply-er".

That'll grab 'em! But for me — who lives on the other side of the tracks — who is not hugely knowledgable about Marketing, it seems logical NOT to listen to all those managers who want everything to square.

There's room for intuition in business, no? Apple had said as much. Some businesses do social media because the people there like it — I mean the old fashioned way of liking something: it's what they do.

Or to borrow a line from a P-Funk track, "We do this and this is what we do. We Do do this and what we do to this, we do to you.

My grandfather used to say "Figures always lie and liars always figure. I believe you should study your stuff and shoot for quantitative and qualitative measures.

The absence of self-study is an abysmal tunnel. But ask those managers who stare at the bottom line to try a social logical experiment: Write down and share with their colleagues how all your products, projects, plans and ideas fail to meet their intended goal.

Then compare that with your quarterly reporting. I really like this as a way to measure the overall impact of an organization's social media initiatives.

Really like Jim comment; there will always be a brand awareness dimension in any broad marketing campaign display, social media, TV.

Bottom line, you always need a way to measure effectiveness of a campaign money rule — here comes KPI 4.

For the tool part, though I'm not a social expert trying to focus on WA , I have to think about Social Media from a reporting POV. So far, best tool closely able to measure KPIs 1- 2- 3 is SimplyMeasured though it doesn't support Twitter favorite count yet.

You might check out a company from Durham, NC called Argyle Social. I've been drumming the point home at my company that we need to move from a model of a race to the highest number of fans to quality engagements.

The first step is to find a tool which will deliver simple reporting on key metrics similar to what you discussed on our most used social platform for now Facebook.

I've found a great tool at socialbakers. I can also see the 'Key Influencers' which help me identify 'Super Fans' and brand advocates. The best part is that I can add a number of brands pages into the platform and compare based on the above scores to see how well is brand is really doing.

It is the classic case where brand A may have , fans and a poor score while brand B may have 20, fans but fans who engage, comment, like and share actively on the page.

The holy grail as you say is to have "one tool to unite them all" and it is badly needed. Until then we're going to use Social Bakers in combination with the new insights metric — 'people talking about this' and marry this with our Google Analytics report which reports which other social channels are delivering against our key business metrics which we've assigned a score to.

We're busy with setup right now but I'm really looking forward to being able to point to the numbers and divert marketing spend accordingly.

I can see Google buying out a combination of these vendors or perhaps one vendor who has cracked the problem for the most used social platforms and building this into the next GA.

Michael: Thanks for sharing the tool, I'll be sure to check it out. The challenge with Facebook only tools is that they fall into the trap of just doing a data puke of Facebook data rather than focusing on what happens after a brand posts on Facebook the four metrics outlined in this post.

Youtube incorporated this so time ago and I think is much better to really find out the tone of the engagement, don't you thing? Me, Stephen Colbert and Nancy Pelosi… well, that's a first : Thanks, Avinash.

Big LOL from me :. Thank you for yet another well thought out and insightful post. I believe that this concept is at the core of true social media analytics and should be the direction that is taken by any organization who truly wants to understand the impact of their social media efforts.

The concept of cross-channel metrics is a key component of a new social media analytics tool called Social Snap that my company is releasing next week at eMetrics NYC.

Social Snap currently incorporates metrics from social channels like Facebook, Twiiter and YouTube, as well as Google Analytics data, social media monitoring data, and custom data sources, such as CRM data.

Social Snap has also been built with the idea that each organization has unique business objectives that are tied to their social media efforts. Because of this, the tool is completely customizable, so that users can create a set of custom reports and dashboards which allow them to truly understand how their efforts are impacting their business.

Nathan: Thanks for recommending your tool. Social Snap seems to be doing a lot, there is a ton of data from the social channels that one gets from many other tools perhaps too much data, and variations on metrics that add to the too much data!

The integration between some activity on the site is wonderful, as is the categorization into positive, negative and neutral always such a hard thing to get right.

But other than "Retweets by me" all the metrics mentioned in this post don't seem to be in Social Snap. Perhaps you are evolving in that direction.

The challenge for any vendor in this space is to figure out how to bring everything in and yet stop it from becoming such data puke that the users don't know what to do.

Worse the handful of metrics that matter don't exist or are effectively hidden. Thanks for this, Avinash. I have been struggling with "monetizing" social media traffic.

I used quotes because it's about more than just financial business outcomes. Any help would be enormously appreciated!

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A pompous developer plans to turn the new spirit portal into an amusement park, potentially severing an already tumultuous connection with the spirits.

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Without the house, where will they be together? The novel is a season on Martha's Vineyard; a mission to Ireland; a cast of friends, including one wildly off-the-grid Zen genius; passionate love in the surf; and three very different sisters with lives filled with beauty, sorrow, and deep love they'd never been quite sure they could trust.

The Silver Boat is Luanne Rice at her very best, complete with her singular talent for capturing a family in all its flawed complexity.

The Emperor's Blades: Chronicle of the Unhewn Throne, Book I. In The Emperor's Blades by Brian Staveley, the emperor of Annur is dead, slain by enemies unknown.

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Chronicle of the Unhewn Throne The Emperor's Blades The Providence of Fire The Last Mortal Bond Other books in the world of the Unhewn Throne Skullsworn forthcoming At the Publisher's request, this title is being sold without Digital Rights Management Software DRM applied.

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Tony Iommi. The New York Times bestselling autobiography by the lead guitarist of Black Sabbath and the architect of heavy metal Iron Man chronicles the story of both pioneering guitarist Tony Iommi and legendary band Black Sabbath, dubbed "The Beatles of heavy metal" by Rolling Stone.

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John Purkiss. If you learn to let go, your life will take off. When you let go, you live intuitively. Everything flows, because you are no longer attached to things being a certain way, to being a certain person or always being right.

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The stages of letting go: -Be Present and Enjoy Each Moment -Let Go of the Thoughts that Keep You Stuck -Let Go of the Pain that Runs Your Life -Surrender and Tune into Something Far More Intelligent than Your Brain.

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