March 27th, 2012 by Sten Franke
Google has identified the signs of the time. The question to Return on Investment (ROI) in social media campaigns probably is one of the most important topics this year, as many enterprises crave for simple and working solutions.
For instance a recent research by Iron Mountain concludes that most European businesses yet don’t know how to handle data of social networks like Facebook, Twitter, or LinkedIn. “Indeed 94% of the questioned German companies (Europe: 86%) are aware to file communication in the social media channels as a formal business process” the paper states, but “at the same time 72% of the German businesses (Europe: 63%) don’t consider themselves as capable to capture the shared data and information of social networks accordingly”.
In fact tools and solutions that measure the ROI of almost all social media campaigns exist for long. Our gridmaster is an example to mention here.
Offers like ours and those of other monitoring tools satisfy an ever growing need. Google wants to have their share of the market and consequently drill with Google Analytics. Soon it is supposed to measure ROI, only on least significant sources like Blogger.com, however. It cannot perform a deeper analysis of top players like Facebook or Twitter yet.
“Google Analytics claims to close the gap between social media and hard business KPI’s”, t3n writes. “It shall be accomplished by not only measuring the traffic that arrives via different social media channels, but also tracking it further.” That’s how direct inferences onto conversion rates become possible.
Though, the ROI is only one side of the coin, the other are Key Performance Indicators (KPI’s). They cannot be neglected in relevant and traceable measurements of success of social media campaigns. If you want to quantify the latter, Google Analytics doesn’t help you yet. Then you better turn to established monitoring tools, like our gridmaster for instance. They can assess buzz, demography, sentiments and semantic data on top of it. Only they enable you to place activities sustainable and targeted. Considered globally it’s all about the increase of brand awareness, sales, profit, customer satisfaction and loyalty. Still countless businesses evaluate the success of their social media campaigns with the mere mass of the three f’s: Friends, Followers, and Fans. Whether on Facebook or Twitter – the bare amount of them doesn’t indicate their interaction rate.
The new Google tool apparently can’t handle the Standard KPI’s. I.e the new tool only touches the surface of social media data. As easy to navigate Google Analytics may be, it can’t replace a complex professional tool. Indeed, the new service of the web company can possibly give the lots of rudimentary monitoring offerings lacking depth a hard time.
You might also be interested in these articles:
- Successful Social Media Measurement: 5 Standard KPI’s for facebook, twitter & Co
- Businesses perceive their dealing with social media as “chaotic”
- Social Media Status Quo in German companies – Hope vs. Reality – KPI’s
- Social Media Measurements: KPI’s – define and measure your factors of success
- Social Media Marketing & Monitoring: 10 KPIs for HR, Recruiting & Employer Branding