Social Media Monitoring

Social Media Monitoring

Posts 21-30 of 32
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    Re^15: My boss told me Xing is for the birds, I disagree because... and YOU?
    Michele

    Re^3, what do you think about Olga's suggestion - "I think it needs more discussion", [ Michele: "I would measure increase in site visits, demographics, psychographics, increase in subscription, engagement, time spent, interaction - comments, heightened and positive brand/online awareness / reputation"]

    URS ANSWER.

    I can see site visits, demographics, .... etc. But how do you do relate these measures to being active on Xing or LinkedIn

    Psychographics - how do you measure that with Xing?

    Please advise.
    This post was modified on 08 Apr 2010 at 12:03 pm.
    • 08 Apr 2010, 12:01 pm
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    Re^16: My boss told me Xing is for the birds, I disagree because... and YOU?
    Chiara

    Thanks for the input. I find your discourse very interesting especially as far as general metrics issues are concerned.... Maybe I wanted to shift the focus a bit when I asked for help regarding Xing and LinkedIn membership and participating in groups, such as:


    1 What do you want to achieve by being a Xing member?
    2 How do you measure that you were successful in achieving YOUR objective (see your Q1 above) - METRICS ?
    3 What you think your boss would say if you asked: == > "I need 15 minutes each day to work on Xing" (or Linkedin/Facebook)

    Looking at your response above, I am not sure how I can answer your questions in showing management that participating in Xing makes economic sense. Also, you state:

    "If you reach today 100 users who do not have any interest in your brand/product/person and in networking, 1% could probably be converted to client.
    If you reach today 10 online influencers, who can be your direct connection to their copious or specific networks, it is highly likely that you can see very good results but in a longer term. To reach these 10 influencers takes a longer time as well."

    So how do I apply the above so my boss or anybody's working in a larger organization could understand?
    How can you attribute any Xing contact or comment written in this group to a particular sale (think if you sell power plants or engineering services, insurance coverage, etc.)?

    Can you make a clear link from Xing activities to your business' bottom line?
    Will your superior be convinced (or your investor for that matter if you are a start-up)?

    Chiara and other group members, I look forward to your response on this one... I need your advice please. Thanks so much for contributing.
    • 08 Apr 2010, 12:15 pm
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  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    Re^18: My boss told me Xing is for the birds, I disagree because... and YOU?
    Cecilian

    Thanks but here is the challenge:

    2.How do you measure that you were successful in achieving YOUR objective (see your Q1 above) - METRICS ?
    :) Sure Metrics helps.

    So what metrics would you use Cecilian to figure out that the contacts, relationships etc. built on Xing or LinkedIn were worth the time.

    Is it just your subjective assessment or do you use qualitative measures as well.

    thanks for helping me out. Or what is your favorite metric for this?
    • 08 Apr 2010, 10:40 pm
  • Prof. Dr. Reg Charie
    Prof. Dr. Reg Charie
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    Re^19: My boss told me Xing is for the birds, I disagree because... and YOU?
    Do you really think that it is necessary to break down the metrics into demographics, psychographics, IAO variables, behavioral variables, or firmographic variables?

    If you want to know if xing (or any social networking group), is worth the time you spend on it look at the bottom line, traffic and sales.

    Obviously if you are using social media you should be referring traffic back to your calls to action, your website.
    Using the stats for your website traffic and sales will tell you if your networking is adding to your bottom line.

    Standard website metrics like the extreme tracker and AwStats show you the referrers by url and keyword phrase.
    This will tell you the interest that you are generating.
    I can see exactly where my visitors come from.

    If you want to get more granular in analyzing your metrics, use coded links.
    These can also direct traffic to specific pages.
    My standard website management program, CRELoaded has a built in affiliate program.
    It is but a minute's work to build a unique link to use for a specific market segment or promotion.

    You can also get fancy and build a landing page for each link.
    In this case you can make a key-worded folder with the landing page being an index page in the folder.
    As index files load by default you can just use the folder name in the link.

    An example of this was our use of a magnetic truck sign.
    The link on the signs were to http://www.domain.com/truck for the rear sign and /truck1 and /truck2 for left and right doors.
    The landing page for each included a short (optional) questionnaire as well as a promotion and call to action.

    Best luck all.
    Reg
    http://www.NBS-SEO.com
    • 09 Apr 2010, 08:42 am
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  • Olga Henggi
    Olga Henggi    Premium Member   Group moderator
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    Re^20: My boss told me Xing is for the birds, I disagree because... and YOU?
    In my opinion if you use software to measure human relationship, then it's more about statistics: how many, how often, why, and where.... What else?
    But at the same time software maybe a great start for some unexpected relationship which you should measure not in computer but in real life :-)
    • 09 Apr 2010, 6:35 pm
  • Prof. Dr. Urs E. Gattiker
    Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator
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    Re^21: My boss told me Xing is for the birds, I disagree because... and YOU?
    This is interesting and I resp'ond like this:

    Reg: It is not just about getting more traffic to your webpage from social networks. If I am in the power plant business, I do not sell by having you click on a link in this group and then realising a conversion (i.e. visit my website and then purchase a power plant). Conversions work fine if you sell domain names, consumer goods and so forth but not necessarily services, engineering and construction materials and so forth especially if it costs a bit more than 1mio € or $. I am sure you agree on this one.

    Just looking at the pageviews and if people clicked on urls is a first step. I agree with you but is there not more?

    Cecilia: I am not suggesting that we measure human relationships with software but the world loves to see statistics and I often feel that the numbers we collect are vanity metrics (feel good but useless numbers). Feeling good about increased pageviews or more connections on Xing is wonderful but does it help pay the rent?

    I am not sure if Xing helps me improve my human relationships. For me Xing is a first step, commenting on a person's blog is also a beginning, talking on the phone or meeting for coffee is an important second step. And so forth.

    If things do not move beyond that first step, we have plenty of weak ties. The discussion initatied by Tim Gier over here illustrates very nicely this little challenge:

    ===> https://www.xing.com/net/smmetrics/free-resources-checklists...

    As Olga points out statistics generated by using social network analysis can reveal interesting weak ties (e.g., measuring weak ties on Twitter, Facebook or Xing)

    ===> http://commetrics.com/articles/four-new-habits-to-save-you-t...

    What is obvious to me so far is that most of us (looking at the comments above) have very different objectives to start with.
    In turn, the metrics used for our activities on Xinge are very different. This seems to be true regardless if the measures are qualitative, quantitative or our gut feelings .....

    Learned something from you guys. Thank you.
    • 10 Apr 2010, 10:59 am
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  • MARISA DE BRITO COSTA
    MARISA DE BRITO COSTA
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    Re: My boss told me Xing is for the birds, I disagree because... and YOU?
    Dear Urs,

    As you asked me i will take a little bit of time to answer to your questions:

    1 What do you want to achieve by being a Xing member?
    Well the first reason which makes me being a Xing member was to find some professional opportunities. Since i am working, my target is different and i am trying to make some advertisement for my company and find some potential clients. I also like to learn about different subjects and advices (for example on how to find clients by networking) by reading the discussions on the groups.

    2 How do you measure that you were successful in achieving YOUR objective (see your Q1 above) - METRICS ?
    Well concerning my first target, i must say it worked (i found my job on Linked-in) and i also received some interesting offers on Xing.
    Then concerning the other targets such as finding some potential clients, i do not have such positive results and the reason (in my opinion) is that i do not have enough time in order to search for the right groups, or the right contacts and network. Networking is discussing but it is also taking time. As someone already said, networking is a long term marketing tool; i totally agree with that. It takes time in order to have results and we must work for it.

    3 What you think your boss would say if you asked: == > "I need 15 minutes each day to work on Xing" (or Linkedin/Facebook)
    Well, my boss knows the importance of the networking, he can say yes but will expect results from it. From know as we do not have enough resources, networking is not our priority but i keep my eyes open on it.
    Another remark i would say is that 15 minutes is not enough. i already take at least 1 hour per day but i just have the time to read. If i want to reply i must take more time.

    Hope my answer will help you.

    All the best,


    Marisa
    • 12 Apr 2010, 08:09 am