Igår fick jag chansen att diskutera med en grupp marknadsförare om sociala medier och hur man kan utvärdera sina insatser. När det blir lätt att mäta ställs det också högre krav på mätbarhet, så hur gör man?
Det finns inget bättre än att få möta människor med andra perspektiv. Jag möter mycket mindre företag och har fått lära mig om de svårigheter de möter när de ska hantera sin marknadsföring. Igår fick jag istället chansen att utbyta tankar med erfarna marknadsförare som kunde lyfta fram helt andra frågor.
Kan man mäta sociala medier?
Det är inte ovanligt att försäljningssiffror väger tyngre än mjuka värden som varumärke. Genom år av beprövade metoder vet vi att varumärken är viktiga men i kampen om budget söker vi gärna svar på hur vi kan mäta våra insatser.
Sociala medier debatteras friskt i olika sammanhang och ett av dem är affärsnyttan. Är det verkligen lönsamt som företag att ha en närvaro i sociala medier? Det handlar om att förstå mediet och att veta vad syftet är. Det mesta online kan mätas men många fastnar för de kortsiktiga resultaten i form av försäljning men hur är det med andra värden?.
Varumärke och försäljning
Under förmiddagen diskuterade vi bland annat vikten av att skilja på strategi och mätbarhet. Även om vi mäter vilken försäljning som genereras av sociala medier så innebär det inte att vi strategiskt ska fokusera på säljkampanjer. Långsiktigt varumärkesarbete behövs och den måste få lov att ta tid.
Vill du läsa mer om mätbarhet så kan du läsa Att mäta för att veta – sociala medier där jag samlat några av min tankar kring ämnet. Här nedan har jag lagt in presentationsmaterialet som jag använde igår.
Stort tack till deltagarna i Executives’ Global Network i Göteborg.
Tack även för hjälpen jag fick på Twitter när jag ville ha mer information om verktyg för mätbarhet Håkan , Joakim och Linus
De samlade länkarna till olika verktyg:
http://www.hubspot.com
http://www.exacttarget.com
http://hootsuite.com
http://www.social-searcher.com
https://app.buzzsumo.com
http://twittercounter.com
http://www.socialmention.com
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