For Interactive Marketing Professionals

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	October 29, 2009 Three Steps To Measuring Social Media Marketing A Measurement Framework Based On Objectives, Not Technologies by Nate Elliott with Josh Bernoff, Michael Greene, Jennifer Wise	Average: 9  (3 ratings)

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Executive Summary

Interactive marketers know they're not good at measuring the effectiveness of social media: On average, they rate their own efforts to measure social initiatives at only 4.5 out of 10. Marketers fail because they focus on the metrics that are most easily available instead of the metrics that best correspond to the objectives they're pursuing. Instead, marketers should: 1) identify a marketing objective; 2) choose measurement categories that match that objective; and 3) find a way to track those metrics in the social technologies they're using. Start considering measurement during the planning process, and ignore the metrics that don't relate to your stated objective.

TABLE OF CONTENTS

• Marketers Aren't Measuring The True Effectiveness Of Their Social Efforts
• Measure Based On Your Objective, Not The Technologies You Use

RECOMMENDATIONS

• Focus On The Metrics That Matter And Ignore The Ones That Don't
• Supplemental Material
• Related Research Documents

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