#MeasurementMonday: Going Beyond the Impression

Measure social engagement as part of influencer campaigns

If you find measuring social media campaigns to be a challenge for your brand, you are not alone. More than half (53 percent) of marketers surveyed for a recent Forrester report said measurement was their main challenge with social marketing. While we know that influencer and social media marketing can have significant ROI, there is no one simple formula for determining a campaign’s success, which bring us to the importance of identifying a way to effectively measure social engagement.

The value of influencer marketing comes from brands’ ability to tap into an influencer’s close-knit community of followers who already know and trust the influencer. This value cannot be communicated effectively with sheer impressions alone, but instead can be seen in how followers engage with a post, an indicator of lasting impact that will motivate followers’ future opinions, decisions and purchases.

The bloggers we work with continue to tell us that numbers alone are not their biggest success factor – the real connections and shared value with readers is what matters. Most of these influencers feel that there is a gap between their thinking and brands’ point of view on what works and what doesn’t in a social media campaign.

Take a look at some of the “gaps” we found:

  • Impressions and reach are not the only value of an influencer: deep, targeted connections and quality content are very important.
  • Success shouldn’t be hindered by the limitations of measurement today – avoid focusing only on impressions, unique monthly views, page visits and bloggers’ reach.
  • Other factors, such as engagement, provide valuable consumer insight and are often indications of purchase or action.
  • When their readers view posts in that moment, they are just that – readers. Purchases or actions may not be immediate, but without a doubt, there is an impact on purchasing behavior.
  • Knowing the brand’s objectives going into a campaign is extremely helpful in getting the desired results.
  • Content does not go viral right away, and there is also value in evergreen content.
  • Online influencers are more than numbers and impressions – they are community creators and thought leaders. They have a relationship with their readers built on trust and shared values, which makes them powerful voices.

We often see that brands believe working with the highest-reach bloggers will make their campaigns more successful, but we know that highest reach doesn’t always mean the best results. When sponsored content is authentic, it naturally provides value for its readers. We see influencers with high AND lower reach creating true connections with their followers, and their content performs well and garners higher engagement over time.

Since we’re finding that the long-standing impressions metric does not always communicate the inherent value of influencer marketing, we’re continuing our #MeasurementMonday series by tackling the topic of going beyond the impression — and how to measure social engagement.

measure social engagement in influencer marketing

Why measure Social engagement?

Impressions are one piece of a campaign’s success. For example, a recent study from The Motherhood found that 80 percent of blog readers were more likely to seek out brands they’d seen on social media and blogs. But when we measure social engagement, we get better insight into how users responded to the content and receive more tangible metrics to analyze.

Here are five reasons to measure engagement:

  1. Easily indicates top-performing content
  2. Allows for analysis of factors that lead to high engagement
  3. Engagement rate as a percent of total impressions levels the playing field between large and smaller influencers’ followings
  4. Industry standard ROI calculations rely on engagement as a metric of earned media value
  5. Each different type of engagement (likes, shares, comments, etc.) indicates users’ response to content

What does an Online engagement mean?

There are many reasons people like, share and comment online; however, in general, those actions can indicate the following:

Shares and re-tweets indicate that a post resonates with those individuals. 86 percent of people say that they share to give others a better sense of who they are and what they care about without having to explicitly state it.

Likes and favorites often indicate reciprocity. We do this because we want to maintain or reinforce closeness and add value to relationships as well as to indicate a shared emotion or understanding of post. (You can actually connect your Facebook profile here to find out what your likes indicate about you.)

Commenting on posts can indicate a variety of things based on the content. However, commenting does indicate that the user took time to view and interact with the post. Comments, even negative, are said to create value for other post viewers as well: 85 percent say that reading others’ responses on a topic helps to understand and process information and events.

Not all engagement is created equal; as we mentioned in a previous #MeasurementMonday post, success factors can vary based on campaign goals. Studies indicate that shared values were a much bigger driver for consumers than lots of interaction with a brand. Engagement metrics help us to better understand how online users react to sponsored content.

Social media influencers help create a more personal and shared brand experience for consumers, and the value of that experience is best showcased in understanding engagement and insights. When brands measure social engagement as a key performance indicator in their influencer campaigns, they’re acknowledging the power of well-written, authentic content in moving the needle.

Continue following our #MeasurementMonday series and view past posts here!

Happy National Pet Day!

National Pet Day

In honor of National Pet Day today, we’re sharing a few photos of the furry members of The Motherhood family!

While they look so cute and innocent,

National Pet Day

Chance & Yana

we know that they can also make a huge mess and sometimes drive us crazy. (We forgive them!)

National Pet Day

Scrabble

They always manage to find the most comfortable (although sometimes inconvenient) places to sleep,

National Pet Day

Bauer

National Pet Day

Zuckuss & Dak

and enjoy watching us intently for no reason at all.

National Pet Day

Atticus

They may even question our purchases, when it seems like we’ve gone a little crazy,

National Pet Day

Zuckuss

but at the end of the day, we know they’ll always be there to protect and love us,

National Pet Day

Mugsy

to keep us company when we need a TV partner,

National Pet Day

Dak

and to cheer us up when we really need it.

National Pet Day

Atticus

So let this be a reminder on National Pet Day (and every other day too!) to take a moment today to hug your pet and let them know just how much you love them!

National Pet Day

Kahlianne & Missy

Why you shouldn’t be afraid of Instagram’s new algorithm

Instagram's New Algorithm Update - leverage influencers

Only three months into 2016, and we’ve already seen a large number of updates to social media platforms — including Facebook Reactions, Twitter’s timeline algorithm and Snapchat’s array of updates focused on messaging and on-demand filters. And now, an announcement for Instagram’s new algorithm!

Simply put, social media feeds are becoming oversaturated, and an algorithm is a way to cut down on the clutter. Following in the footsteps of Facebook and Twitter, social platforms tend to introduce algorithms when they’ve hit the tipping point, which also generally happens to be shortly after successfully introducing ads. With that in mind, it was no surprise when Instagram announced that it was working toward implementing an algorithm in its newsfeed, so that you can “see the moments you want to see first.”

Instagram's new algorithm

Source: Social Media Today

Instagram claims that users currently miss 70 percent of posts on their feed, and the updates will be focused on improving the user’s experience. Instagram also states that the feed will concentrate on “optimizing the order—all the posts will still be there, just in a different order,” and will likely prioritize content that you engage with, content that has garnered a high amount of engagement and content that attracts high engagement in a short amount of time.

Although many users did not react positively to the announcement, we don’t feel this is all bad news. Instagram’s new algorithm will cause brands and individuals to analyze what content performs best and resonates with their followers, which could help them create more effective photos in the future. Furthermore, it is likely that the updates will level the playing field between accounts with huge followings and those that are smaller. We also believe it will continue brands’ focus on engagement with content rather than on sheer numbers, which is consistent with what we’ve observed in recent social media and influencer marketing campaigns.

But even still, some are worried that their brand’s photos will be buried deep in user Instagram’s feeds, possibly never seen. Here are a few ways you can set yourself up for success when the new algorithm rolls out.

Three ways to stay on top of the Instagram algorithm:

Encourage interaction and engagement

This does not mean asking followers to turn on notifications (that tactic could potentially lose followers due to its spammy nature). Instead, encourage users to engage with posts they like and enjoy seeing, so that they will continue to see more like them. The algorithm will focus highly on user’s history of post engagement and make assumptions about what you care about seeing from that, so what you currently engage with will play a huge difference in what you see. Interact with others — the more you interact with them, the more likely they are to interact with you.

PUBLISH authentic, quality content

It’s no secret that individuals respond better to authentic content that they can personally connect with. Authenticity is key in an era in which individuals expect to only be shown content that they are interested in and are blocking pushy ads altogether. Great content will rise to the top of your followers’ feeds; make sure you are part of it. Analyze what types of content have created the highest engagement historically and garner insights from past interactions so that these insights can be used to create content that followers want to see. Try writing timely content, including a few relevant and popular hashtags, and see how your followers respond!

Have #thomasbreakfast, will travel. #onthego #bagel #avocado #bacon

A photo posted by Thomas' Breakfast (@thomasbreakfast) on

create mutually beneficial partnerships between brands and influencers

Finding interesting, relevant and authentic ways to ways to leverage the in-tune followings of influencers in your target market is one significant factor in a brand’s success, especially in the algorithm era. Featuring a brand or product in the context of a real person’s life will provoke engagement from followers as they will see it as an authentic post (not an ad). Brands can repost and feature followers on their account to encourage users to share photos with a dedicated hashtag. Social Media Today also suggests that focusing on a larger number of quality influencers (with possibly a lower reach), rather than a small number of prominent or celebrity influencers, will increase brand’s chances of appearing in users’ feeds.

I'm sharing my diaper essentials by dumping out all the goodies that I use on the go with my daughter! #buttpastemom #ad

A photo posted by April Golightly (@aprilgolightly) on

Don’t wait until Instagram’s new algorithm is officially rolled out; start using these tactics now so that you are ahead of the game when the time comes!

Leverage Instagram's new algorithm to succeed

 

Brands and bloggers, what are your thoughts on Instagram’s new algorithm?

If you’re interested in working with us for an influencer campaign, email contact@themotherhood.com

Blogger Spotlight Series: Penelope, Penelope’s Oasis

Brown Mamas

In 2015, The Motherhood launched the Blogger Spotlight Series to showcase the tremendous talent within our network, spotlighting some of the most professional, creative and hardworking influencers in the industry. This year, we’re continuing the series with a top-tier roster of influencers, highlighting one per month, starting with Penelope of Penelope’s Oasis.

How does it all work?

Each month, our internal team convenes and discusses our latest programs, stellar partnerships and top-performing influencers. It’s not about numbers, but rather, the quality, authentic content they’re delivering consistently. It’s about reliability, professionalism and partnership. We discuss our nominations for the month and ultimately decide on just one blogger to invite as our featured blogger.

To kick things off for 2016, we’re thrilled to feature Penelope. From Capital One to Geek Squad and many others, Penelope has been an outstanding partner across various campaigns.

Now, without further delay, read on to find out what she predicts to be the #1 trend in blogging in 2016, where she gets inspiration for her content and more!

 

Penelope's Oasis

Do you have questions for Penelope? Share in the comment section below!

Bloggers Use Spring Break Water Experiment to Give Back

spring break

Did you know that safe drinking water is a problem for nearly one billion people around the world?

In 2015, The Motherhood had the incredible opportunity to execute a campaign on behalf of Procter & Gamble’s (P&G) Children’s Safe Drinking Water Program, which helped secure a donation of 126,000 days of clean water for children in developing countries!

On the heels of such an impactful program in 2015, our influencer team shared feedback with us about the real power of the Purifier of Water packets demonstration. They wanted to use the demonstrations to deliver the important message about the global need for clean water by making the packets available to their communities and to their schools.

Over the past several weeks, P&G has given them what they asked for!

You can now conduct a water purification demonstration at home by purchasing a set of P&G Purifier of Water packets here. With each set of packets purchased, you’ll be donating three months’ worth of clean drinking water to a child in a developing country. For each purchase of P&G packets, $1.80 will be donated to the Children’s Safe Drinking Water Fund, a charitable fund managed by the Greater Cincinnati Foundation. For more information, visit www.csdw.org.

This season, as families take time off to enjoy spring break, we encourage you to take few moments for this simple, at-home family activity for a good cause. It transforms water right before your eyes and gives you the opportunity talk to your kids about the importance of clean water, science and giving back.

For this year’s #PowerofClean influencer program, our bloggers and their families revisited the water experiment that utilizes P&G Purifier of Water packets. Check out some of their in-home experiences below:

spring break

Photo Credit: Cindy, Akron Ohio Moms

“My kids were grossed out when I asked them if they would drink the dirty water and they were sad when they realized that this is the only option for many children across the globe. It was so exciting to see their eyes light up and hear their excitement when they saw the dirty water turn into clean water, magically before their eyes!” – Cindy, Akron Ohio Moms

spring break

Photo Credit: Jessica, A Parent in America

“We tried the P&G Purifier of Water packets right in our kitchen, and when Charlie, Eve and Alice saw with their own eyes that we had to intentionally ‘dirty’ water in order to recreate the impure water that families worldwide have to drink, the gravity of the situation was made clear to them. Then they used the packets to purify the dirtied water and then even drank the purified water, experiencing firsthand how this innovation helps children who live elsewhere.” – Jessica, A Parent in America

“It is such a great feeling to know that the time we spend with our kids can really give them a global view and teach them a new process at the same time. It’s a perfect hands-on way to show how science and technology can help in solving global issues, and the importance of giving to those in need.” Alice, Thrill of the Chases

spring break

Photo Credit: Tiffany, Stuff Parents Need

“During your spring break, I want to encourage you to do this activity with your kids. It’s super neat to watch, and it also can lead to a terrific discussion about the global clean water crisis and the role science and technology can play in finding a solution, as well as the role we each can play by contributing a small amount of money to help provide clean water to those in need.”  – Tiffany, Stuff Parents Need

Even if your family’s spring break has passed, you can still purchase a water purifier packet and do the experiment on your own! Four water packets are included per purchase, so you can share the experiment with your kids’ classroom or with other groups of friends. We hope you’ll join us in this wonderful opportunity to provide clean water to someone in need in a developing country!

spring break

Photo Credit: Ellen, Confessions of an Overworked Mom

Join us for a #BlogElevated Twitter party at 10 p.m. ET tonight!

RockSponsored

Blogger friends, get the inside scoop on how to rock a sponsored campaign during a #BlogElevated Twitter party tonight at 10 p.m. ET. (That’s 9 p.m. CT or 7 p.m. PT for those in different time zones.)

We’ll be there as guest experts to answer your questions and share a few tips and tricks on how to stand out and make yourself a true partner to a brand, network or agency.

We’ll be tweeting with you using the handles @theMotherhood and @CooperMunroe. Looking forward to chatting with you!

Measurement Monday: Defining Your Campaign Success Metrics

Measure social engagement as part of influencer campaigns

It’s #MeasurementMonday, and we are discussing the very first step in measuring any social media or influencer marketing campaign —  defining success metrics.

If you do not know exactly what you should be measuring, then how can you measure it accurately?

Just as you wouldn’t start playing a soccer match without fully understanding what you have to do to score, you shouldn’t start a marketing campaign without defining what your “win” will be. One of the main issues we see with online measurement today is that goals are not clearly defined, or the goals are to do everything at once.

When defining success metrics, there is not a “one size fits all” standard, and success factors vary based on the goals of a campaign or brand, making it crucial to determine what your “win” is up front. Before launching an influencer campaign, we encourage our partners to decide which factors will make the campaign a success for their particular brand.

success metrics in influencer and social media marketing

Top Three Reasons to define SUCCESS METRICS prior to launching a campaign

1. The strategic approach and the tactics for the campaign will become clearer. 

If your brand’s goal is awareness, a blog tour and social media campaign may be ideal. If the goal is understanding a target audience better, executing a survey or focus group may be recommended. Perhaps you have the goal of leveraging an already existing conversation in a really powerful way on behalf of your brand, and in that case, a Twitter activation may fit the bill. There are many tactics that result in success for a brand, and having a clear objective will help determine the overall strategy and tactics that will deliver for your brand.

2. The whole campaign team (brand, agency and bloggers) are on the same page and pulling toward the same goal.

Everything from writing blog posts to tracking engagement and responses takes time and diligent work. It is critical that all parties understand upfront what the objective of the campaign is and how that can be achieved. This is especially important for the influencers representing the brand. The Motherhood’s research recently found that there is a noticeable gap between brands and influencers in terms of what they think works during a sponsored campaign, and agencies who specialize in influencer management can deliver success by bridging this gap. The campaign will naturally have greater impact when everyone involved is united and striving to meet one common goal.

3. You can identify exactly which metrics to evaluate for the program.

There are numerous metrics to consider when running and evaluating a marketing campaign (engagement such as comments, shares and likes; reach based on unique monthly blog views, followers and fans; SEO rankings; purchase intent and downloads, etc.). It can be time-consuming and costly to track and analyze every last one of them. Having a clear objective will help identify which metrics you should track and evaluate in order to accurately determine the success of your campaign.


So how does a defining your campaign “wins” help your measurement process? Below are some examples of possible campaign goals and success metrics:

If your goal includes building awareness…

Consider measuring brand mentions, SEO rankings, reach and/or impressions.

If your goal includes building your audience…

Consider measuring increased brand following or the increased share of voice on different platforms. Again, if we know this is the goal, we can tailor the campaign tactics and measure items such as the increase in followers, brand mentions compared to competitors or overall industry, search rankings and demographics.

If your goal includes increasing engagement…

Considering measuring the likes, shares (re-pins, re-tweets, etc.) and comments.

If your goal includes gaining social insight… 

Consider measuring data found through surveys, online conversations and other social media listening tools. If your brand has questions related to product development, getting feedback from loyal customers and/or potential consumers is far more valuable than a number!

If your goal includes conversions…

Consider measuring link clicks, downloads, or purchases. This also requires its own set of campaign tactics, and measurement metrics such as tracking unique link clicks as well as downloads and purchases with a specific code. Be sure you fully understand how sponsored content leads to purchase, so that you can track accordingly.

The possibilities for campaign success are endless, but one thing stands true – you have to know the “win” factors prior to kicking off a campaign. Influencer marketing plays a huge role in the greater marketing space, and with the rise of ad blocking, it is beginning to replace the spend of traditional ad dollars. Influencers on social media have the power to share messages in an impactful and personal way that resonates with modern consumers. Be sure that you are accurately measuring your results so that they can be reported in a meaningful way that helps inform future campaigns.


continue following our #MeasurementMonday series and view PAST posts here!

Social Media Marketing Measurement Monday


We’d love to talk to you about the different marketing and measurement tactics that are right for your brand! Email contact@themotherhood.com for more information.

Spring Cleaning Made Simple

‘Tis the season – for dusting, scrubbing, polishing, vacuuming and washing away the grime and slush of winter. Sunday was the first official day of Spring, and to celebrate, The Motherhood has been working on a spring cleaning campaign with Kimberly-Clark to share helpful hints, checklists, products and more for tackling your #SpringClean16 projects this year.

You can hit Walmart with your shopping list to make sure you have everything you need to clean up and stock up before you get started – from Viva® Towels for dusting and scrubbing to Scott® 1000 and Cottonelle® Clean Care toilet paper to stock those newly organized bathroom cabinets.

Make a List, Check it Twice

Before you dive in, make a plan – or just download this handy checklist printable from Chrissy at The Taylor House. She’s organized it by room and included a blank list so you can customize your own if you prefer. Remembering to dust your baseboards won’t be an issue this year!

spring cleaning

Image credit: Chrissy, The Taylor House

For a few additional checklist options, check out these downloadable lists created by Jeannette at J-Man and Millerbug and Amee at Madame Deals.

Invite Your Kids to Be Spring Cleaning Helpers

Spring cleaning is a big job, and you don’t need to do it alone. You have kids in the house who are ready to help, from wiping surfaces (for younger kids) to vacuuming and scrubbing (as they get older). It doesn’t need to be a chore, either!

Start with Vanessa at See Vanessa Craft’s dice game for assigning tasks. Then take Jen at Frugal Living Mom’s advice on how to get the kids pumped for spring cleaning. Play music, create teams and turn cleaning into a game.

spring cleaning

Image credit: Jen, Frugal Living Mom

Take the Opportunity to Tackle an Annual Deep-Clean

During a typical housecleaning, it’s easy to put away clutter, wipe a few obvious surfaces and call it a day. We’re all busy, and deep cleaning every nook and cranny can take a lot of time. But spring cleaning gives you an opportunity to really focus your efforts on the grimy hot spots you typically skip.

For example, Christie at Raising Whasians took on her bathroom, including the germy areas that usually get overlooked – like the toilet brush itself (ick) and the toilet paper holder.

spring cleaning

Image credit: Christie, Raising Whasians

To get ideas on other often-overlooked areas, visit Tésa of 2 Wired 2 Tired’s post on spring cleaning your car and Liz of Eat, Move, Make’s post on cleaning ceiling fans, light fixtures, your refrigerator grille and more.

Think about One Room or Area at a Time

Divide your cleaning to-do items into manageable chunks so you won’t get overwhelmed and quit before you even begin. If a whole room is too much to tackle all at once, start with smaller areas – like your kitchen counter or junk drawer. Lauren of Mom Home Guide started with dusting and de-cluttering her nightstand drawer. After you’ve made a few of your own drawers and cabinets look this good, you’ll want to take on the rest of the house!

spring cleaning

Nightstand drawer (BEFORE) Image credit: Lauren, Mom Home Guide

spring cleaning

Nightstand drawer (AFTER) Image credit: Lauren, Mom Home Guide

We hope you’re inspired to take on your own #SpringClean16 project. Happy cleaning!

 

National Nutrition Month: Recipes to Inspire Healthy Eating

National Nutrition Month

March is National Nutrition Month

The Motherhood team has bonded over many similar interests and shared loves, but we’d all quickly point to food as one of our most popular water cooler topics! Whether it’s exchanging recipes, testing out new ones and sharing with each other, or just talking about our new favorite food blogs and ingredients, this team loves a good meal!

To celebrate National Nutrition Month in March, we decided to host a recipe exchange among our team and also share those recipes with all of you! Check out the drinks, easy weeknight meals and snacks that we’ve been enjoying this month.

The Motherhood Team’s Favorite Recipes this Spring 

As we head into spring, one of Brittney’s go-to breakfast options is Kristy’s Berry Spinach Smoothie from Mommy Hates Cooking. Brittney said, “I love a quick breakfast that’s filling, but not too heavy. We don’t always have time for a sitdown breakfast, so I love an easy, grab-and-go option for me and the rest of my family!”

National Nutrition Month

Get the recipe at Mommy Hates Cooking.

From breakfast to lunch, Kayla has been loving the ease of Angie of Eclectic Recipes’ Black Bean Mango Quinoa Salad for lunch. “I’ve been in search of easy, quick and healthy options and this recipe meets all of those for me! So simple, and it tastes so fresh.”

National Nutrition Month

Get the recipe at Eclectic Recipes.

Looking for lunch options outside of the standard chicken salad, one of Brittnee’s latest favorites, Raspberry and Scallop Salad, is also from Angie of Eclectic Recipes. “I love a great salad, but sometimes I want something different and a bit lighter. I love scallops, so when I found this recipe I knew I would love it!” Brittnee said.

National Nutrition Month

Get the recipe at Eclectic Recipes.

Switching gears from lunch to dinner, Erin recently shared her love for stir fry with the team, passing along her go-to recipe for Healthy Beef Stir Fry in 20 Minutes from Allison at Some the Wiser. “I love a good homemade meal, but I don’t love spending a ton of time in the kitchen on a weeknight. Twenty minutes is totally doable, and any type of stir fry is always a hit at my house!”

National Nutrition Month

Get the recipe at Some the Wiser.

Finally, a recipe round-up – even one that’s health-inspired – wouldn’t be complete without a few snack recipes. Both Nicole and Kahlianne are gluten-free, so they’re always looking for options that suit their dietary needs without sacrificing great flavor.

Nicole also seeks out dairy-free options, and since finding Kristy’s recipe for Black Bean Hummus on Mommy Hates Cooking, she has been hooked. “I love smaller meals and snacks throughout the day, and black bean hummus is a great one for that mid-afternoon snack that we all crave. It works for my dietary needs and it’s so delicious!” said Nicole.

National Nutrition Month
Get the recipe at Mommy Hates Cooking.

Kahlianne has also found a gluten-free option that’s perfect for snacking — Allison’s Healthy 7-Layer Greek Dip, found on Some the Wiser. “This is a great snack and even a nice option as an appetizer for get-togethers. Although, I think it works well for a healthy lunch, too!” she told us.

National Nutrition Month

Get the recipe at Some the Wiser.

Do you have a favorite meal that makes eating well easy? Share with us as we celebrate National Nutrition Month!

This post is not part of a sponsored program and has no brand affiliation. 

#MeasurementMonday: Evaluating the Shift in Social Media Marketing Measurement

Measure social engagement as part of influencer campaigns

Have you noticed the shift in how brands are addressing social media marketing measurement? At The Motherhood, we’ve seen the focus slowly move from impressions and clicks to other metrics like purchase intent and engagement.

BuzzFeed, a major leader in the online social news and entertainment industry, recently announced that it is changing the way it measures its content and audience. In an effort to look at itself “more holistically,” the site is abandoning the unique visitor metric and embracing a range of new metrics based on unique goals and content distribution.

We expect more and more brands and agencies to follow this line of thinking – moving beyond impressions alone in social media marketing measurement. The question on everyone’s minds: “Is there a more effective way of a measuring a social media campaign’s success, and if so, what is it?”

The Motherhood has been involved in influencer marketing since its inception, when blogs were just beginning to take off and social media was in its infancy. We’ve regularly led the conversation about measurement with brands and bloggers through primary research and an active feedback loop with influencers. We will share some of those insights on Mondays moving forward.

Follow along with our #MeasurementMonday Series as we tackle social media marketing measurement – one of the most difficult aspects of influencer marketing.

Social Media Marketing Measurement Monday

As the online marketing industry evolves, so will social media marketing measurement standards. The Media Rating Council recently released Social Media Measurement Guidelines to create more consistency in terms and measurement metrics across the industry – a “common reality point for setting expectations and evaluating results.” These standards will provide a baseline for comparing metrics across media platforms so results can be clearly and accurately communicated to clients.

Furthermore, the PR industry’s Barcelona Principles, a set of concepts created in 2010 to measure the efficacy of PR campaigns, have been updated in in the past year. These principles are designed to provide consistent, industry-wide standards and practices to guide measurement and evaluation of online public relations efforts.

While measurement standards provide a good starting point, each social media marketing campaign is unique, and there are many factors to consider when evaluating success. For example, when do website traffic, downloads, purchase behavior and more come into play? How do they compare to an impression? It can be difficult to measure all of these factors on a standard scale.

The key is to identify your campaign “win” and primary success metrics prior to kickoff.

In our #MeasurementMonday series, we will tackle these topics and discuss ways to create clear social media marketing measurement standards. Tune in next week for The Motherhood’s tips on how and why to define your campaign “win” before getting started!

We’d love to talk to you about the different marketing and measuring tactics that are right for your brand! Email contact@themotherhood.com for more information.


Read all of our #MeasurementMonday series posts HERE!


Brands and bloggers, what are some difficulties you’ve had when trying to measure results of blog and social media efforts? Share your comments or questions in the comments, and we may address your issue in an upcoming #MeasurementMonday post.

 

Page 2 of 6312345...102030...Last »