Tracking the KPIs of Social Media | SEOmoz

Over the past year or so I’ve become fairly convinced that measurement through solid, universal frameworks of understanding is the key to success. However, often what I find is that clients either don’t really care about it, or that, if they do, they only really care about the ‘good’ metrics such as ‘Friends of friends’ in Facebook, which is akin to the alchemy of AVE.

The Conversion funnel is as good a place as any to start. Believe me, I’ve presented this to entire roomfuls of so-called marketing types who have never heard of it which frankly astonishes me (and did astonish me at the time – I really did have to stop my jaw from dropping). It’s been around for a long time, it’s simple, and, I believe, it works. Just take each segment of the funnel and figure out what you’re trying to achieve with it, and from that figure out how you’re going to measure what you’re trying to achieve, to see if you’re achieving it.

I’ve used AIDA in the past, which may be a bit simplistic because it doesn’t take into account repurchase. I’ve used a much more complicated version of the funnel which left people looking mystified. But this one is the Goldilocks funnel, I think. It’s just right.

And, praise be, the entire blog post is pretty good. I’m not sure it quite manages to bridge the gap between online activity and conversion (ie “Did we manage to sell stuff?”) but that’s something we’re all trying to do, and it probably falls into the space between your website and your ecommerce platform. Right?

Anyway, as I always do when I ‘repurpose’ (ie steal) other people’s content, don’t just sit here reading this, go over to SEOMoz and check out the full piece. I like.


What PR people really think of journalists

David Strom’s December story at RWW about the “Ten Biggest PR Blunders of 2011” mentions things that happen every year for as long as I’ve been in this game. The story isn’t so much about blunders as pressure to please the client being passed onto journos, but boy, did it rark up a PR person in the comments section.

This is great.

There’s a meme that regularly does the rounds, in which journalists (the ‘hacks’) lambast PRs (the ‘flacks’), listing their various shortcomings and idiocies.

However, in this case, a flack decided he/she had taken enough, and decided to bite back.

Whereas I’ve worked in, and for PR agencies for some years now, I’ve not worked directly with journalists that often, so I can’t comment on a lot of this. But I do recognise some of it, and in fact, when I forwarded it to a friend who works for the BBC, she thought it was hilarious. In fact, she thought the original piece that triggered this was grossly unfair to flacks.

Anyway, you decide. It’s amusing and infuriating in equal measure.

Who’s Using Google +? / Flowtown (@flowtown)

Nice infographic from Flowtown here.

Google+ is a strange beast. On the one hand, I see it every day because my home page is set to Google, and I’m always logged in, so I see it whenever I fire up my browser. So, you could say it’s won the homepage war, mainly because it’s been around longer than Facebook (and because I want to search for things quickly rather than wait for Facebook to fire up).

On the other hand, apart from playing around with it a bit, there is VERY little activity there. Flowtown shows that only 17% of users are active, and while I don’t have comparable figures for Twitter or Facebook, it doesn’t sound that great to me.

And while Facebook is a true platform, in that people can build their own apps and deliver them to this richly connected environment, Google+ resolutely is not. Everyone is helping Facebook to grow, while only Google is growing Google+.

As is often the case, only time will tell. I recently came across a study I did from a couple of years back in which ‘some’ of the brands were on Twitter. Today, they all are. So perhaps this will happen with Google+. In the meantime, Flowtown tells us that 61% of the top 100 brands have Google+ pages. Maybe B2B is where Google can establish a social media foothold. But going head-to-head with Facebook could be picking a fight it cannot win..