I was at the Roger Smith Hotel this afternoon for two sessions, and this was one of them on How Do You Measure the Effectiveness of Your Social Media Campaign.

TRACK 2 – SOCIAL MEDIA METRICS

When:

Sun, Mar 7, 2010 3:30 PM – Sun, Mar 7, 2010 4:15 PM

How Do You Measure the Effectiveness of Your Social Media Campaign?

Measuring return on social media efforts is a subject that has stumped many organizations and marketers and has been the subject of an ongoing debate among social media professionals. Many argue that the value of social engagement isn’t an exact science, that the power of word of mouth is unquantifiable and that the focus is on building relationships with a captive audience rather than ROI metrics. Others look for analytics, facts and figures that can help them gain some insight into the effectiveness of their social media strategy and uncover areas that may require improvement.

This session will feature a discussion from two social media figures representing these opposing arguments. What is more important for a successful social media presence? A quantitative or qualitative approach to ROI? Or a combination of both?

REGISTER: http://socialmediaartcamp.com/register

SPEAKERS:

SAUL COLT – Lead Evangelist, Thoora.com

Saul Colt is the Lead Evangelist for Thoora.com He was recently named as one of the iMEDIA 25: Internet Marketing Leaders & Innovators and has been called one of Canada‘s best community builders/experiential marketers, even Chris Brogan once referred to Saul as “exactly who you want representing your company”. Saul loves people but especially women and is tired of people asking him to remove his shirt.

ISRAEL MIRSKY – EVP of Emerging Media & Tech, Porter Novelli.

Grounded by a successful background in emerging media and computer science, Mirsky has developed innovative campaigns and strategies that leverage branded content streams, communities and a wide variety of social tools. He is currently EVP of emerging media and technology at Porter Novelli, where he focuses on identifying and developing breakthrough technologies and associated strategies for use across PN’s internal and client facing operations.

I work with and support Israel Mirsky at Porter Novelli and I was there to help support the panel – and it was a kinda weird panel to have for an Art Conference – but here it was.   I put my two cents in later on.

There was little that was actually new here – Saul Colt sounds a lot to me like Gary Vee, who isn’t a numbers guy and doesn’t like analytics.   I pushed for a focus on art galleries, museums when I did put my question in.

Israel brought up a good point about measuring the impact of a blog post, vs. a blog – and that’s almost impossible to calculate without the analytics. We were discussing what would make this panel even better – and listening to it a few hours later – as I am now, while writing this post, it is sounding very good – and Israel brought up great points that I totally agree with – really.

But … it does sound like the solutions that are utilized by large corporations aren’t accessible to most artists, art galleries – some museums could use these solutions, but probably would not – and based on the people I spoke with last night and this afternoon, I doubt any Museums are using high end Social Media tools like Crimson Hexagon for sentiment analysis (though I might be wrong).

Certainly, touching MOMA’s analytics data would be very interesting ….. hint.