For Interactive Marketing Professionals

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	October 17, 2008 Metrics For Social Applications In A Downturn Measure What Matters, Not Just What's Easy To Measure by Josh Bernoff with Christine Spivey Overby, Jennifer Joseph McGann, Emily Murphy	Average: 10  (2 ratings)

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Executive Summary

Given the skepticism that comes with social applications, you'll need metrics to prove their worth, especially with economic conditions deteriorating. Unfortunately, many interactive marketers we surveyed were still using metrics like unique visitors and page views rather than the metrics that matter, like sales, leads, or increases in awareness. But we also found innovative measurement techniques, like the Facebook campaign that counted how many women were willing to make a statement online about cervical cancer and the marketers at Dell seeing if searches on their products were more likely to land on their own blogs than on negative reviews. To succeed with measuring social applications, flex metrics to match evolving applications, build in hooks and tracking, and tap your vendors' and agencies' experience to avoid pitfalls.

TABLE OF CONTENTS

• A Strategic Approach To Measuring Social Marketing Applications
• Marketers Find It Hard To Measure The Value Of Social Applications

RECOMMENDATIONS

• Measurement Pays Off As The ROI Of Social Applications Improves
• Supplemental Material
• Related Research Documents

This is an excerpt

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