Humane Society: Tactics for Sustained Engagement | Beth’s Blog

Humane Society: Tactics for Sustained Engagement

Measurement

 

6 Responses

  1. Diane says:

    This is such a timely piece. We were looking at the results from our last e-newsletter and were discussing how clearly we were building some type of relationship. We had a record number (3) people post our newsletter to FaceBook and we added 5 FaceBook “likes” in the same time. A couple of the names we can track and the others we can not. However our click through rate is going up, re-post rate is going up, FaceBook “likes” are going up. Because we have been working in multi-media ways to increase our community presence, all of these signs show us that it is working. Granted it is easier because we are moving from 0 so all is noticeable! However it felt good today to see connections.

  2. Becky Rice says:

    I heard Carie give this presentation live at a recent seminar. She definitely has this concept of the “like” being the beginning of the relationship fully in her grasp. It was a great presentation!

  3. AlexJB says:

    Great post! I’m excited to see the social media advocates start putting some real attention to metrics and specific tactics rather than the “engage, engage, engage” drumbeat :-)

  4. Terry says:

    Great prezi! Definitely passing this on to my boss.

  5. Nan Dawkins says:

    What a terrific presentation! And a great point that the like is the beginning of the relationship. That said, if you want to understand what it is that advances people — or prevents them from advancing — from the beginning of the relationship to the end (that place where they are doing what you want them to do), you need more data points than can be delivered via a survey of the people you already have established relationships with.

    Navigational metrics tracked over time(the size and growth rate of the community you are building,the ratio of community size to hard engagement, the incidence of recommendations and brand advocacy, the traffic, new community members and new engagements that follow buzz, the content, pages and events that are most buzzed about…and much more)– these are data points that help the marketer make hard choices on the ground every day. These kinds of metrics can provide insights into impact when viewed holistically, tracked consistently over time, and mapped back to business KPI’s. They aren’t very helpful when viewed in isolation (a count of “likes” won’t tell you much). But then again, there isn’t a single metric or measurement instrument that will.

    I guess what I’m saying is that the “like” certainly isn’t a measure of relationships, but it also isn’t a number I would toss out. Likes are one of many inputs across channels that can be combined into “derived” metrics that help quantify overall levels of engagement.

    Great post! Looking forward to the book!

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