Comments on: Social Media Campaigns take time – 3 months – 1 year for results http://www.webmetricsguru.com/archives/2009/09/social-media-campaigns-take-time-3-months-1-year-for-results/ Web Analytics, Social Media and Search Marketing Tue, 24 Jan 2012 15:53:57 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Stephanie Miller http://www.webmetricsguru.com/archives/2009/09/social-media-campaigns-take-time-3-months-1-year-for-results/comment-page-1/#comment-3236 Stephanie Miller Mon, 14 Sep 2009 18:06:00 +0000 http://www.webmetricsguru.com/?p=5608#comment-3236 I think measurement is a question you have to start off with before you even start to craft the strategy. What results does this strategy need to yield for you to think it will be seen as successful? Most of those variables are part of existing business already. It is how you translate those buisiness goals into a social experience that will help determine what social tools to use and if social media even makes sense for your business. Some goals or metrics are easier to follow, others have to be defined and designed for each program. Are you trying to improve customer service or your products? Are you trying to increase sales? Are you trying to build a community to develop brand influencers that can be activated to act on your behalf down the road? Social media is a slow burn because you have to start in spaces that require you to build a presence in a different way than traditional methods. You can incorportate traditional executions to help build momentum quickly, but you have to be able to deliver on that promise off the top, which is why a slow burn and build up tends to work better for new companies enter the social spaces. ROI should be the foundation on which the entire program is built around; the indirect ROI or unexpected ROI are vriables that get built into the story as they present as enhancements or indications the campaign may need to be optimized. I think measurement is a question you have to start off with before you even start to craft the strategy. What results does this strategy need to yield for you to think it will be seen as successful? Most of those variables are part of existing business already. It is how you translate those buisiness goals into a social experience that will help determine what social tools to use and if social media even makes sense for your business.

Some goals or metrics are easier to follow, others have to be defined and designed for each program.

Are you trying to improve customer service or your products? Are you trying to increase sales? Are you trying to build a community to develop brand influencers that can be activated to act on your behalf down the road?

Social media is a slow burn because you have to start in spaces that require you to build a presence in a different way than traditional methods. You can incorportate traditional executions to help build momentum quickly, but you have to be able to deliver on that promise off the top, which is why a slow burn and build up tends to work better for new companies enter the social spaces.

ROI should be the foundation on which the entire program is built around; the indirect ROI or unexpected ROI are vriables that get built into the story as they present as enhancements or indications the campaign may need to be optimized.

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