My experience is that this is where it often goes wrong. There are beautiful KPIs used, but it takes too much effort to be able to measure them (…). That is why people still opt for the 'vanity metrics' as you also call them. – Bart van der Kooi (author of The social media model book ).
We can fully agree with this: in professional practice, the selection of relevant metrics naturally also involves the working time that must be invested, in addition to regular reporting in order to monitor, learn and improve.
Google Attribution
During MIE 2018, Measurement & Attribution specialist Boudewijn Beks announced Google Attribution . This is a new tool complementary to Google Adwords and Google Analytics, which could also be very interesting in the context of impact versus effort. Google Attribution measures fractional (data-driven) attribution across all channels and all devices based on impressions, so the (assigned) value of all online touch points on conversion: “ A single source of truth for all media”.
That sounds bad and maybe even too good, but in terms of effort it will at least make a difference. Moreover, the new tool provides more insight into the complete customer journey. Google Attribution is currently still in beta, but will be available for free to everyone later this spring.
Wrap-up
How to assess and improve the effectiveness of marcom in social media? For 4 out of 5 marketers, it helps to start by linking the social media efforts to the business objective. Then take the customer behavior model that is used within the company as a starting point. Then systematically search both outside and inside the company for italy whatsapp number relevant metrics, data and information that together provide a holistic picture in accordance with that customer model and just start. Try to keep the number of metrics varied (quantitative, qualitative and financial) but limited. And start experimenting, failing and learning. Stay curious, so that you gradually gain more knowledge and become increasingly successful.
The Network is the Message
Within the project ' The Network is the Message ', Hogeschool Utrecht and Hogeschool Rotterdam want to answer the question: "How can the effectiveness of communication in online social networks be assessed and improved?" They do this in collaboration with a consortium of renowned companies and specialists (Stichting Creative Connection, iMMovator, Greenberry, Kaliber, Holland Spoor, Han Snel, Obi4wan, Online Marketing Fabriek, R2Research, RauwCC, Evident, Valtech (formerly: eFocus), New Meaning, Total Active Media, Kim van Velzen and Radio Netherlands Worldwide).
We have previously shared various insights based on the research on Frankwatching and have been brought together in a very accessible way in the book ' Hooking up with Social Media in 60 minutes ' (aff.).