Why do people “like” a company on Facebook? According to an ExactTarget/Co-Tweet study this year, the number one reason is “discounts & promotions.” Number two is to “show support for the company to others,” and third is to ”get a freebie.”
Adam Proehl, Managing Partner of NordicClick Interactive, spoke on Advanced Social Media for SEMPO Atlanta last Friday. He said that “check ins” on sites like FourSquare and Facebook Places are not really interesting in and of themselves, but they can be very valuable to your brand when they generate “likes” and comments for others to read.
Marketers are starting to do clever things with location-based services. The History Channel will send messages via FourSquare to people who check in near historical sites. For example, check in at a restaurant in Yonkers, NY, and receive a message telling you that the Otis Elevator Company was founded nearby in 1853 when Elisha Otis made his first sale to a man needing an elevator for his furniture factory.
Note that a follow or a “like” does not mean that someone is actually engaged with your brand, however. People can hide you in their Facebook news feed, or ignore you. This isn’t very different than an email list where open rates tend to be declining.
Measurements & Signals
Everyone wants to know how to measure the impact of social media. Some of the common metrics include:
- Mentions. How many times was your brand mentioned?
- Sentiment. Was it positive, negative, or neutral?
- Share of Voice. What percent of the overall buzz about your market do you have?
- Influencers. Who’s important to your industry? Your customers? Who can influence opinion?
- Velocity. How fast is the conversation spreading? How is it picking up steam?
- Reach. How far has this conversation gone? Who’s picked it up?
Be aware of limitations in measuring tools. It’s impossible for any one tool to measure everything. Data is not absolute, and a manual review is constantly needed. Many profiles are closed (if your Facebook profile is set to “private,” no tool can measure your activities).
“The Fallacy of Sentiment” says that software cannot determine the sentiment of a post or comment 100% accurately. Adam gave three examples of comments about the iPhone that were rated inaccurately:
- “Love the iPhone, but AT&T sucks.”
- “Successful call on 3rd try…nice network AT&T!”
- “The new iPhone is SICK!!!”
The Future of Social Media
Marketing vehicles such as social media, email, direct marketing, search marketing, etc., need to come out of their silos and work together strategically.
There’s a risk of overload with social media. Just like banner ads had a declining click-through rate, and email response rates are dipping, social media’s at risk of overloading people as well. Marketers must be strategic and smart, and use segmenting.
Adam envisions “permission profiles” in the future, similar to email best practices. Users will be able to control permissions for their various social media profiles more finely. They’ll be able to choose to receive messages most relevant to them and avoid bombardment. This kind of advanced profiling will help marketers segment their audiences and increase response rates.
Cool (and Free) Tools
Adam whizzed through a slew of social media tools, all of which are free.
- CrowdEye. A Twitter search engine – search a keyword to see related tweets, search a URL and see links to that site that have been tweeted and retweeted, etc. Even includes tweet volume, sentiment and locations.
- Twitter Sentiment. A quick snapshot of the sentiment in tweets. The accuracy is so-so – it’s a good starting point but definitely do a manual review.
- Twitrratr. Another quick snapshot of sentiment – includes numbers of positive, negative and neutral tweets, and highlights the words indicating sentiment in the tweets.
- Foller Me. Information on users, including topics, hashtags, mentions and geography.
- Mentionmap. A visual, interactive tool of mentions. Shows networking and degrees of separation.
- Twilert. Get regular email updates on a keyword, hashtag or user.
- Twitalyzer. Links up with analytics and tracks retweets and links people are clicking on. Shows who’s influential in getting people to your site. (Free and paid versions.)
- Chatterscope. Sentiment analysis. Benchmarking over time, competition, geography, etc.
- ReTweetist. Tracks retweets for a user or link.
- Hashtags.org. Tracks volume of and trends in hashtags. Shows charts of hashtag usage, and lists tweets and users.
- Open Book. Searches posts for keywords (so check your privacy settings and keep it out!). Great information for a quick pulse.
- Open Facebook Search. Similar functionality as above (but not as pretty).
- Face Pinch. See popular topics, people and searches. (But you’ll also see annoying ads.)
- It’s Trending. View top links being shared, including videos, images, news, etc.
- Booshaka! Search keywords and featured topics.
- Metricly. Track your metrics in one place from multiple sources including Google Analytics, Facebook, Mailchimp, Twitter, and Salesforce. Build your own custom dashboard.
- Snip-n-Tag (Firefox Add On). Shorten a URL and easily make it trackable in Google Analytics from one interface on a Firefox sidebar.
- Kurrently. Compiles your Facebook and Twitter streams into one feed.
- Addict-o-matic. Pulls feeds from multiple social media sources into one dashboard.
- Folowen. Quickly view and interact with a company’s social network.
- 48ers. Search and filter multiple networks (Twitter, Facebook, Buzz, Digg, Delicious).
- Who’s Talkin. Similar to 48ers except it has more platforms, and you can narrow/filter by platform.
- Website Grader. See how search- and social-friendly your site is.
- One Riot. View links containing a particular keyword and how they’re being shared. Pulls from Twitter, Facebook, MySpace and Digg.
- PRmetrics. Images, videos, blogs, Twitter, SlideShare.
- Keotag. Searches multiple social media sites and search engines at once.
- Heardable. Scoring algorithm for category and local benchmarks.
- BackTweets. Type in URL to see who’s sharing links (pro & limited free editions).
- BackType. Engagement comparisons chart, audience/link metrics.
- TimeTube. Video timeline based on keyword search.
- Fablistic. Follow all a user’s likes, reviews, interests, etc. Gives you context, not just a “like”. (Sort of a combination of Facebook and Yelp.)
- Flowtown. Enter an email address to see which social network accounts are associated with that address.
Adam wrapped up by giving instructions for tracking your Facebook page in Google Analytics. Set up a new Google Analytics profile for your Facebook page, and then past this line at the top of your FBML code: <fb:google-analytics uacct=’UA-XXXXXXX-XX” /> (Replace the Xs with your Google Analytics number. More info on this Hongkiat page – scroll down to #8.)
This wraps up our series covering SEMPO Atlanta’s first half-day educational event. Click here or on the “sempoatl1010″ tag below to see all the posts in this series, and don’t miss SEMPO Atlanta’s next event! Join the Meetup Group for free and you’ll be notified of all future events.