Evaluate Your Social Media Investment

Posted by: Rod Kurtz on April 9, 2009

Once you’ve made a commitment to using social media as a part of your company’s marketing strategy, try to focus on the long-term benefits of this investment.

Think about tracking your results in months and years, but at the same time don’t be afraid to decide something isn’t working or isn’t providing value and kill it off. If, on the other hand, you are seeing success and benefits from your investment in social media, don’t be afraid to formalize your investment with dedicated people, additional time, and professional tools. If your company finds it valuable, there are professional tools to take the effort to the next level, including:

• Comprehensive data collection to provide perspective

• Text analytics to turn data into insight

• Data analysis to surface trends

• Insights that come from listening to the groundswell over time

A few vendors worth considering in this space include Nielsen BuzzMetrics, TNS Cymfony, and Umbria—now part of J.D. Power & Associates Web Intelligence Research Div.

Jay Henderson
Director of Product Marketing
Unica
Waltham, Mass.

Reader Comments

Dan Konig

April 10, 2009 2:36 PM

The only problem I would have with killing off a social media project is the possibility that it's not being done right. A few tweaks could mean the difference between mediocrity and a stunning success.

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