Social Media’s Tough to Measure
Current benchmarks are "typically the wrong ones"
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After surveying 33 marketers and five community platform providers to determine what makes a winning branding campaign, Forrester Research concluded that current benchmarks are "typically the wrong ones."
Marketers are making two big mistakes, says Melissa Parrish, an analyst at Forrester and lead author of the study report, titled "Community Benchmarking Metrics," which tried to nail down standard measures of success in marketing. "On one end, you've got marketers setting no goals at all," she says. That's a problem because "if you're not measuring anything, how can you know when you’re successful?" she asks. "Or, worse, how do you know when you're not successful and how would you determine what to do about it?"
The second mistake is that marketers are "so focused on quantitative measurements that they forget to deliver value to their members," Parrish says. "Communities are a type of social media, so whether or not there are conversations is only one piece of the puzzle. Whether or not those conversations are any good should be another piece."
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