ImpactWatch Blog

OK, more like top posts of the month at this point. I have been out for vacation and on the disabled list these past few weeks. I know, I know… I missed you, too. But I did keep up with the best in media monitoring news and here it is:

• Why You Shouldn’t Trust Automated Sentiment Scoring – Jason Falls

• Measuring the ROI of social CRM no easy task – SearchCRM

• The Debate About Automated Sentiment Analysis – Seth Grimes/ Intelligent Enterprise

• Are we there yet? Diagnostic versus objective social media metrics – Christopher S. Penn

• Social Media Expert: Free Social Media Monitoring Tools – Social Media Expert

• Social Media Monitoring – Vesta Digital

• Marketing Analytics: How Do You Decide What to Measure? – Hubspot

• Using Social Monitoring to uncover the Analytics of Geolocation – Smart Data Collective

• Why is clippings still a PR metric? – Hill & Knowlton

• 5 Reasons Your Social Media Strategy Will Fail – Adweek

• Media Measurement: A Long Term Investment – BurrellesLuce

• Longitudinal Social Media Monitoring - BrandSavant

• PR people can measure social media. We just need to learn – Next Communications

• Social-Media Listening vs. Social-Media Monitoring: Truly Connecting, or Merely Collecting? – Marketing Profs

• I’m 100% Convinced that 50% of PR and Social Media Metrics Are Wrong – Katie Paine

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Nearly every week I’ve noticed someone tweeting a challenge for social media monitoring companies to respond to the tweet as quickly as possible in order to prove that they are the best and fastest social media monitoring option.

I understand the idea and that it’s kind of fun for consumers to make companies snap to attention at their every tweet. But there are a lot of problems with correlating Twitter responses to the quality of social media monitoring tools.

For starters, let’s take the premise that social media monitoring companies should be “practicing what they preach.” We do tell clients that monitoring social media is essential for tracking reputation issues and that online customer service complaints are time-sensitive.

The thing is, it’s usually necessary to mention a company’s name if you’re trying to trash their brand online. And none of the tweet tests say “Let’s see how fast ImpactWatch answers this tweet!”.

So there’s the assumption that in order to walk the walk, social media monitoring companies also have to monitor “social media monitoring,” “monitoring tools,” “listening platforms,” and any other variation (and misspelling) of industry terms imaginable.

The truth is we do monitor a lot of industry keywords. But that doesn’t mean I caught them all or that other monitoring companies are watching the same ones that I am. I watch over 50 industry keywords which result in around a thousand tweet results per day. Which is precisely the problem with the second premise – that monitoring companies need to respond to these tweet tests quickly.

We’ve already established that time-sensitive reputation issues require a company name mention – which we (and probably most companies) are reading in near real-time. But what about the other 1000 tweets per day. Do we have to read and respond to those the minute they are tweeted in order to be a good social media monitoring firm?

What if we’re a small company that focuses on customer-service and product development instead of online marketing? Do I have to respond to every single “what social media monitoring tools are you using” tweet?

No. After thinking all of this through, I decided that we don’t have to play the fastest to @reply game on Twitter just because our software monitors social media.

Then I remembered this.

Oh, the burn of publicly documented hypocrisy.

My landlord, who is a partner at a decent-sized accounting firm, had his secretary email me to ask if I paid the rent in May. That was FIVE months ago! What kind of accountant can’t even keep track of his own money? Well, maybe an accountant who would do an amazing job with mine, but why would I give him a chance if he’s not practicing his own trade?*

And so I realized that it doesn’t really matter if the quality of our monitoring tool isn’t related to how fast we read or respond to our social media coverage. It only matters that we give potential customers a reason to trust us with monitoring theirs.

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*Dear Landlord, if you’re monitoring “landlord AND accountant” or perhaps #idiot, the sink in the guest bathroom is leaking. Gracias!

Social Monitoring. Garbage In. Pretty Garbage Out – The Customer Collective

• If you’ve done a bit of of work in the digital marketing arena lately, then odds are you’re familiar with the various social monitoring tools available to help bring metrics and clarity to a chaotic stream of data. The number of options is impressive, but realize that the majority of them also share the same weakness.

Are we expecting too much from Social Media Monitoring tools ? – PhilGo20

• Social Media Monitoring platforms are not be-all end-all solutions, more of a building block of brand’s modern tool set for effective market research, marketing and customer support. They require investment both in time and money and more often than not, some support from people who have done it before and are comfortable using these particular tools.

How Does Microsoft Measure Social Media? – Marketing Today

• I did a fun podcast this morning with my friends Steve Hershberger (@sthersh), Blake Cahill (@bcahill), and Sean O’Driscoll (@seanodmvp). One of the topics we touched on was what my team measures on a regular basis to show impact. It was suggested that I go deeper into those points on my blog. So here it goes. We measure 3 things every month and deliver to execs; sentiment, volume and reach.

Expanding Our Idea of Listening in Social Media – Net Savvy Executive

• Everyone says that listening is central to social media success, but over time, we’ve fallen into a too-narrow interpretation of the metaphor. Think about it: if listening means monitoring, then we have too many words. Fortunately, they don’t need to mean the same thing. We just need to expand the way we think about listening.

Social Media ROI – Digital Strategist

• Of course, there are many more things you can attempt to measure to see if your qualitative objectives are quantitatively achieved. These measures also give you something to hang your hat on as you continue to refine your tactics to achieve those goals.

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Media Monitoring Tools Lists/Reviews

Social Media Metrics Solutions: An overview of the options – Pointless Really

20 Tools to measure your Social Media Marketing – Marketing Bones

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Is your media measurement program vulnerable? – Fresh Ideas/Burrelles Luce

• When was the last time you audited your media measurement program? Do you “think” everything is running smoothly or do you “know” how everything is going with your program? If you aren’t conducting routine audits of Bridge to media measurement your program,  trouble could be lurking that could injure your organization.

Metrics and Numbers You Should Know if You Want to Measure Social Media ROI – Jacob Morgan

• Today, I want to cover some some metrics that companies should really pay attention to if they want to be able to understand the ROI from their social media efforts, or for that matter, any other marketing efforts that they are involved in.

How Do You Measure Your Social Efforts? – Marketing Profs with K.D. Paine

• How do you know whether your social media efforts are bearing fruit? The answer, according to Katie Paine, is to create benchmarks against which to measure your efforts. Because social media is new, it can be hard to know what to measure, and how to measure it.

How to measure your social media campaign’s impact – Daz Connell

• To measure outcomes of social advertising, organizations must balance quantitative metrics with qualitative insights. Here’s how to go about doing this.

Who’s Watching Now? – Jay Baer

• If your company doesn’t generate a lot of social media chatter, perhaps this isn’t an issue yet. But, if you’re any sort of known consumer brand, or restaurant, or tourist attraction, is it time to consider assigning social media monitoring tasks on nights and weekends?

Time, team, heart and budget in social media strategy – Richard Ingram

• Our clients or employers may think they need a social web presence – purely because they feel they have to these days. But it’s our responsibility, as part of the development of an overall content strategy, to ascertain whether they have the time, team, budget, and heart to keep up such a public publishing strategy.

Five Reasons Sentiment Analysis Won’t Ever Be Enough – Three Minds

• Why is it that the social monitoring vendors that support NLP (natural language processing) for sentiment scoring will go on and on about their 80% and up accuracy? And yet, the vendors that don’t offer NLP and opt only for human analysis will tell you that sentiment analysis can not and WILL NEVER be accurate…

Top 10 Ways to Measure a Social Media Campaign – 60 Second Marketer

• The bottom line: Social media is measurable and has proven to be a valuable tool for marketers around the globe. If you’re a marketer and you’re interested in proving the value of your next social media campaign, then the tools outlined above are for you.

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Media Monitoring Tool Lists

13 Ways to Monitor Your Brand on Social Media: Do You Know What Is Being Said About Your Company Online? – Jeff Bullas

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• Is social media measurement meaningless? – Research Magazine

Social media has caused a great deal of fuss in the worlds of marketing and research, but do the attempts to measure and make sense of all those friends, fans, followers, pokes, posts and retweets really amount to anything?

• ROI is About Making Money AND Strengthening Your Brand- Jacob Morgan

You invest $10k into a 3 month marketing campaign and make $20k; meaning the ROI was $10k. However, the campaign ended up damaging the brand reputation and image. So you made $10k from the campaign and lost much more (potentially millions) due to the weakening of the brand.

• Social Media Analysis and Tracking – Top Rank

Social Search can be used to drive traffic, conversions, and increase ROI by monitoring conversations happening online. This panel is a first for SES with Marshall Sponder, Senior Web Analyst for Monster.com as the Moderator.

• A New Metrics Era: Social Media and Qualitative Traffic - Yukai Chou

In that sense, I came up with three qualitative metrics that is important to consider when driving visitors to your site. These metrics are: Relevancy, Timing, and Trust.

• Five Ways To Measure Social Media - MediaPost

Rather than drill down into specifics, let’s take a bird’s-eye view of the types of measurements that might prove useful to the marketing professional.

• The Four I’s of Social Media Measurement - Search Engine Watch

Social media can be measured, but measuring isn’t the same for everyone. Just like there’s no cookie-cutter social media marketing strategy for companies to purchase and implement, there’s no simple off-the-shelf answer for measuring your success with your social media strategy. It can be a combination of numerous measurements, both automated and manual.

• Using Monitoring to Achieve Richer Customer Insights - The Social Enthusiast

Measurement of social media activity to determine ROI is a hot (and controversial!) topic on the web right now. You can see some examples of just how controversial it is here, here, here and here. Hat tip to Chuck Fitzpatric of ImpactWatch blog for those examples and more (and for the sound of dueling banjos that played through my head as I scanned the list of headlines).

• The Business Problems With Social Media ROI - Jacob Morgan

I’d love to have a follow up post to this on the technical problems with measuring social media ROI, so if you’d like to somehow contribute to that please let me know (since I’m not a very technical person). I’m not going to go over every single business challenge, just the major ones that I believe I true obstacles for large organizations.

• Advanced Questions that you Should be Asking your Brand Monitoring Vendor - Scout Labs

But, having thought about this and worked on the technology for nearly 3 years, I do think I have credibility in offering up a checklist of things to look for and to think about if you are choosing a social media analysis platform for your company.

• Questions of social media monitoring vendors - Ponderings and Wanderings

I started to put together a list of questions that never seem to be answered up front on sites, in demos or in the first round of sales discussions. or demos.

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Media Monitoring Tools Lists

• Social Media Monitoring Wiki Update - Ken Burbary
  
• Top 15 Free Services To Monitor and Track Your Brand Online- To Muse
  
• 9 FREE Tools to Track OnlineConversations about your Brand- Rocky Fu
  

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Slides and Presentations

• Listen and Learn: New Media, New Metrics – Amber Naslund

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• Public Relations Measurement 2010: Five Things to Forget & Five Things to Learn – Metrics Man

Public relations measurement is at a crossroads. Old techniques are no longer sufficient. Old metrics are no longer applicable. Old thinking must be replaced by new. The need for accountability, and to prove the value of PR and social media programs, has never been greater. As we look to the next year, here are five things to forget and five things to learn about public relations measurement in 2010.

• Enough With ROI, Already - Dave Fleet

So, please – enough with “return on influence” and other variations on the term “ROI.” The fact that you’re not measuring ROI doesn’t mean you’re not measuring success or impact. In fact, it may just mean you’re measuring the right thing.

• The Importance of Social Media Audits – Web Strategist, Jeremiah Owyang

Just as brands conduct audits of inventory, employees, and budgets on an often annual basis, they should also survey the landscape to find out what customers, influencers, partners and employees are participating on the social web. Audits are key for identifying priorities, benchmarking previous efforts, and planning for future efforts; the same applies for social media.

• Measuring Social Media Campaigns: It Don’t Mean a Thing, if it Ain’t got Ker-Ching - iMedia Connection

Companies are now requesting and social media companies are delivering control-group studies to evaluate the impact of social media campaigns. They want to understand precisely how these campaigns make the cash register ring. Consider this example of a campaign we just completed on Gather.

• Time vs value of social media monitoring - Outside-In

The issue is the balance between the ‘information farming’ – simply sucking up mentions and comments – and ‘value hunting’ – using that information to advise clients and deliver actions that use it to deliver reputational or sales value.

• Social Media Metrics That Matter - Molstad Consulting

By now, most companies are aware that there is a discussion about their brand going on. They also know that they can track and monitor this discussion via a wide variety of tools such as Radian6, Techrigy’s SM2, Twitter Search, Twitalyzer, Social Mention, and many more. The question now is, “What should I pay attention to? Which metrics will actually tell me something about my business?”

• John’s Twitter Engagement Index - John Moore

Okay, I have shown you my sinister nature by revealing some of my goals. How do I measure how well I am doing in moving along the path to achieving these goals? I use John’s Twitter Engagement Index.

• Managing an Online Reputation - The New York Times

Your customers are talking about you — and the whole world is listening.

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Media Monitoring Tools Lists

• The Best Social Media Monitoring Tools Used by Today’s Top Creative Agencies & Brands - Jon Samsel
  
• Useful Social Media & Online Reputation Monitoring Tools- Lime Exchange
  
• Digital De-Tox: Collection of Lesser Known Tools for Help Gaining 2.0 Clarity- ScoopDog
  
• Social Media Monitoring Tools - Jon Chin

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Slides and Presentations

• Yes we can measure social media and transparency – KD Paine

• Social Media Monitoring for Business – Social Gumbo

• How To Measure ROI For Social Media – Vanina Delobelle

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Photo courtesy of Lumaxart.

• Social Media R.O.I. – Part 9: From activity timelines to outcome timelines and Social Media R.O.I. – Part 8: An introduction to timelines The Brand Builder – Olivier Blanchard

Yesterday, we went over the need to create an activities timeline that basically plots every relevant action your company takes across all media. Press releases, product launches, blog posts, white papers, ad campaigns, Twitter engagement, etc. Today, we are going to look at creating outcome timelines. Same basic process, but actually easier based on what you choose to measure.

• How To Measure Your Web Presence – bMighty

Web Metrics Guru says it’s one thing to generate online buzz. It’s another to know how to use it. These tools can help.

• Measuring Social Media: The L.A.C.E. Method – MicroExplosion

I recently launched the LACE method you see below with a client and I’m beginning to implement it with other clients as well. I’m already finding it to be helpful in setting expectations and goals from the outset of a social media initiative.

• Start making sense: Mechanics under the tip of the social media monitoring iceberg – Far North

At the end of the day though, the victor or viable entrant at the very least will have to satisfy what I have come to define as the Five Precepts of Social Media Monitoring.

• The engagement metric, defined (part IV in a series) – Web Analytics Demystified

For those of you keeping track at home, this is the fourth in what will likely be a five-part series on calculating an “engagement metric”.

• Humans do it better – but do they scale?The Dirty Little Secret of Social Media Monitoring – Brendan Cooper

Meanwhile, socialmention is an unashamedly tech solution. But it’s claiming to do what humans do, and I just don’t believe that is the case. If they could, SpinVox would be using them, right?

• How much is sentiment analysis “Worth”? – Dirk Shaw

In summary I think today’s sentiment analysis can save money by replacing traditional methods of research. The larger opportunity exists when the results from sentiment analysis can be used to influence a consumer’s decision to buy.

• The Biggest Lie in Social Media Marketing – Practical Marketing Solutions

Over the next few days, we’ll continue our dialogue on marketing measurement with articles on calculating true ROI, the importance of non-financial indicators and that ever-so-tricky intangible, “brand equity.”

• Social media ROI and the mystery of brand equity – Practical Marketing Solutions

What are your thoughts on brand-building with social media tools? Do they carry as much clout as traditional media? Do you think they surpass traditional media when it comes to delivering on the elements outlined above?

• Monitor Your Personal Brand Using Search Engine Alerts – Web Worker Daily

You don’t need an expensive marketing firm, or even a friend who works in marketing, to manage your personal brand online. Some of the most powerful tools for monitoring your brand are the free email alert mechanisms available at your search engine of choice.

• How-To: Gathering Market Intelligence from Social Media – Marketing Vox

Gleaning data from social media resources is daunting, but not unfeasible. Much of it comes down to knowing what you’re looking for, how to search for it, and where to run the query.

• The Five-Minute Guide to Monitoring Twitter – Geek Girls Guide

A few days later, I tweeted about my lesson and was barraged with requests to post instructions. So, with that, here is my five-minute Twitter monitoring guide.

• just because… – Marginally Subversive

Analytics is far more than just charts, dashboards, indices, and conversion rates. Analytics is making sense of these numbers – the “what” – by asking deeper questions – the why’s, the how’s, the why-not’s, the what-if’s…

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Media Monitoring Tools Lists

None this week.

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Slides and Presentations

Official Rules Of Social Media Measurement – Matt Granfield

Bridge Conference: Social Media ROI: Mapping Metrics to Strategy – Beth Kanter

Measuring the “social” in social media – Dana Chinn

SMCSYD: Measuring Social Media – Switched On Media
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Photo courtesy of Anne Nobel.

• Is much of social media monitoring snake oil – or have I missed something? – Richard Stacy

I have recently had reason to focus on the area of monitoring of social media which has involved looking once more at the whole range of black box monitoring solutions that are out there.  This has caused me deep feelings of confusion and uncertainty.

• Barriers To An Effective Web Measurement Strategy [+ Solutions!] – Occam’s Razor

Yet the top ten barriers have absolutely no connection to features, and barely have any connection to tools. Its #11. An afterthought. I wonder why we are not writing / posting / talking / presenting on how to solve these non-tool problems, things that actually matter to companies and practitioners in the real world.

• Dirk Shaw: Sentiment analysis, How much is good enough? – Dirk Shaw

Each approach has their pro’s and cons. The argument against automated sentiment analysis is the lack of accuracy while manually tagging ensures 100% accuracy but it subjective and requires a significant amount of time.

• Social Media ROI: What Do You Measure? – Cisco

You’re probably thinking…”uhmmm… What?! How can you possibly measure a conversation?” Social media requires a tweak to the way we think about marketing measurement. We need to consider that indirect influence generated via social media can often lead to sales. It’s just a different sort of measurement.

• Social media: Pondering the corporate ROI – ZDNet

That said social networking can offload some of the strain on customer service and that has real returns. Bottom line: These enterprise 2.0 experiments are cheap enough to launch liberally. A $1.2 million investment isn’t chump change in a downturn, but let’s face it: Larger companies blow that on fancy consultants for projects that don’t pay off for years—if ever.

• The Dirty Little Secret of Social Media Monitoring – Ken Burbary

However, I’ve begun to notice inconsistencies in the data that different social media monitoring tools produce. The dirty little secret or so it seems, is they aren’t all working with the same data sources.

• Web Strategy: How to Measure your Social Media Program – Web Strategist

I’ve been meeting and interviewing some of the top thought and practice leaders in the Web Metrics and Social Media space. I’m seeing a trend, and want to document it in order to help others. I’ve also had to measure a blog program at my previous job, so I know the challenges.

• PayPal Case Study: Social Media Ignorance – Axel’s Blog

Paypal was one of the first online payment services and had a great start but over time lost the edge. The company seems to struggle with their internal administration and adjusting their business processes to meet customer needs.

• Damn It, Let’s Get Those Metrics Going! Bad Pitch Blog

Here’s one radical thought: Hold focus groups yourself. Traditionally considered domain of advertising, there is no reason that PR types can’t use focus groups to get feedback on messages and how they’re delivered.

• What’s Your Brand’s Social Score? – Ad Age

For many marketers, the Net Promoter Score has been an easy-to-understand, simple-to-measure metric of business health, used in everything from customer service to investor calls. Now, some wonder, can it be replicated in social media?

• How to measure (and use) content ROI for B-to-B social media marketing? – Next Gen CMO

“Content ROI” should reflect your business goals and the metrics should also be readily available. It is important to keep it simple and to avoid data overload, which can be expensive to collect and analyze. Since content in the social media age is so fleeting, metrics should provide a rapid feedback loop.

• Reputation Management Crises? 8 Crucial Priorities – Aim Clear

Ok, there’s quick work to be done. Here’s 8 crucial steps we suggest clients take immediately when reputation management disaster triage is called for.

• PR Industry Attacks News Biz Over New Scraping Regs – Paid Content

Though it was reported at the time as effectively taxing those who hyperlink to newspaper stories, the agency later confirmed to us that isn’t targeting bloggers, consumer services or the likes of Google (NSDQ: GOOG), but the “industrial-scale copying of articles from newspaper sites, for private commercial purposes”.

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Media Monitoring Tools Lists

Free Buzz Monitoring Tools – Psykoid

Top 10 Social Media Monitoring Tools and Social Media Monitoring Tools Review – Murray Newlands

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Slides and Presentations

Top 10 Social Media Presentations – Digital Buzz
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Photo courtesy of Larsz.

• Defining Social Media ROI once and for all, and understanding the action-reactive-return narrative – The Brand Builder

Marketing professionals need to understand this: If the investment (the “I”) is $$$, then the return also has to be $$$. It can’t be eyeballs or impressions or clickthroughs. You have to tie your results to a $ amount. Anything short of that, and you’re not proving your value to your boss or client.

• How FriendFeed Could Become the Ultimate Social Media Tracking Service – ReadWriteWeb

Will FriendFeed take these steps though? That depends on whether it continues its Quixotic quest to capture more everyday consumer users for a cross-network, real-time conversation aggregator (!) or finds audiences that appreciate its value and starts building out features that they will pay for.

• “Free” Problems and Social Media Forensics using Radian6 and Blogpulse – Web Metrics Guru

I would try using Radian6 to find out if  Chris Anderson and/or his publisher, somehow, fomented  controversy, starting close to June 24th, around “Free” in order to  sell more copies of his book.

• Forget Social Media ROI, What About Marketing Accountability? – Jacob Morgan

There has been a lot of much needed discussion around social media ROI but I think this is just a small topic in the overall world of marketing accountability.

• 3+ Ways to Measure the Impact of Social Media on Search – Social Media Today

In this post, we’ll focus on how to measure the impact of Twitter, which reached about 22 million people in May.

• The next big thing in social media: Sentiment Analysis – STKI

In my opinion, organizations now starting to take advantage of the powerful content hidden in social networks will not only get a better “feel” their market in order to protect their brand images, but if applied with correct use, these tools can also help organizations take advantage of these conversations for the purpose of promoting customer centric innovation.

• 5 Steps for Successful Social Media Damage Control – Mashable

In the end, the issue is less about the mistake that was made, but the reaction that came after. So, here are some tips to follow if you find yourself in a damage control mode.

• Getting Back to Basics – Why Web Advertising Needs Traditional Media Metrics – Microsoft Advertising Blog

Trying to build a brand marketing campaign without traditional target reach and Gross Rating Points (GRP) estimates is like trying to diet without the concept of calories.

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Tools List/Reviews

• 6 Great Social Media Monitoring Tools – Blue Falcon Marketing

• 25 Social Media Monitoring Companies You Want to Know About – Ben Barren

• 3 Powerful Free Apps to Monitor Your Small Business in Social Media – StartupNation

• Twenty Free Buzz Monitoring Tools (Part 1/2) – Culture-Buzz.com

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Conferences and slides:

• New Strategies Require New Measurements – Helge Tennø

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See Last Week’s Top Posts

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Photo courtesy of Princess Theatre.

There were a LOT of great posts this week, so I’ve left the summaries out in an attempt to avoid making a huge mess of the post.

• Unveiling the New Influencers – PR 2.0

• Benchpoint Survey Says People Like Measurement, Are Doing It More – The Measurement Standard

• A 30,000-Foot View of Social Media Measurement – @donbart

• There is No Silver Bullet: It’s Time to Focus on the Simple Truths of PR Measurement – Bulldog Reporter

• Social Media Monitoring tools – an evaluation – Gianluigi Cuccureddu

• Measurement Strategies For 5 Social Media Goals – PR Communications

• Twittering Away Time And Money – MediaPost

• Measuring Social Media Marketing: It’s Easier than you Think! – Search Engine Journal

• Hybrid Cars – What’s the Social Media Buzz? – Resonance

• Two case studies from Radian 6: Molson: Meeting New Customer Expectations and Cirque du Soleil: Embracing Brand Ambassadors

• Tracking Online Discussion: Social Media Monitoring and Market Research – Pepper Digital

• Social Media Monitoring Tools for Asia – Thomas Crampton

• My (FREE) iGoogle Brand Monitoring Dashboard – Carie Lewis

• Getting a measure on social media metrics – SEO Scoop

• Measure the Impact of Blogger Outreach: 9 Key Metrics - Marketing Sherpa

• Brand Monitoring: Online Brand Monitoring – Brand Monitoring

• Social Media Analytics Part I – Web Analysis, Behavioral Targeting and Advertising

• 4 Of The Best – Free Social Media Monitoring Tools – Digital Marketing Lab

Slides and Conferences

Social Media Monitoring Tools – An Overview – Pier 314

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See Last Week’s Top Posts

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Photo courtesy of Airi’s Papa.

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