How to measure your social media program — Live from the Brands-Only Summit

Coverage of this session by Evan Perkins of SocialMedia.org. Connect with him by following him on Twitter.

11:55 — SocialMedia.org’s Lauren Clevenger introduces Scripps Networks Interactive’s Chad Parizman.

11:56 — Chad: you can find me @cparizman pretty much everywhere!

11:57 — Chad: Our tech stack includes Abobe Social, Adobe Analytics, Curalate, Sysomos, & Telescope.

11:59 — Chad: We could talk about tracking codes, segmentation reports, etc., but the time today will be spent talking about how to take measurement to the next level.

12:01 — Chad talks about Vanilla Ice and his new show Ice Goes Amish! uses his iconic line for inspiration: “Stop, collaborate, and listen!”

12:03 — Stop sending terrible reports that no one can read. Stop with the automated reports, the hugely complicated PDFs, etc. Don’t use huge reports with tiny writing; don’t have giant distribution lists (not everyone wants the same information, not everyone values things equally).

12:05 — Chad: Also, stop relying on other people; stop using KPIs for every platform; and, stop sending data without analysis! None of this adds real value.

12:06 — Chad: Collaborate! Analysts are your best friend! You need access to the data. If you don’t have it, make sure you know who does (and get friendly!).

12:08 — Chad also recommends combining sources in unique ways. It’s no longer about silo-ed information.

12:09 — Chad talks about how social media traffic to the Home sites continue to rise due to increased posts from their accounts and also organic growth of their social networks. He tells the story to their team and uses real words (not just report pages).

12:11 — Chad: It’s tricky to write a report on time! But the more that you collaborate and analyze, the easier it will become to create and distribute the reports to the people who need them.

12:12 — Chad: Listen to key stakeholders and know what’s important to them. Then you can analyze that data on their behalf to speak to them in a way they will hear. Chad shares an example.

12:14 — Chad: Follow up with those to whom you distributed a report and get feedback. Ask if they have any questions. Get engaged and see how you can continue to help them (because, of course, the more you help the more you’ll be supported!).

12:15 — Chad: Remember, stop, collaborate, and listen!

Q & A

Q: Are your reports including details about SEO and how do you manage that?

A: Chad: There really shouldn’t be a reason that you can’t add things like page views, visits, referring domains, etc. If you don’t have access to the report you need to ask for it (you need to have it, hands down).

Q: Do you measure sentiment on social? And, do you consider a re-tweet to be positive, neutral, or negative?

A: Chad: Yes, we measure sentiment. Re: re-tweet, it depends. It’s probably mostly neutral, but sometimes it could be positive (e.g. if they re-tweet schedule content). This isn’t a really important metric for us given the difficulty of measuring this correctly.

Q: How do you inform your large employee population about what you’re doing in social?

A: Chad: Weasel your way into any meeting in which you can give that information! Try to get five minutes in those meetings. Put yourself in front of people as often as possible to tell the story. You won’t get great engagement from sending a mass report to people.

Q: Are you tying TV and social together? Can you show that social does X to make TV more effective?

A: Chad: This is the holy grail, for sure. There are lots of studies that come out stating that it does, other reports saying that it doesn’t, but in the end I believe that it does have an impact but the volume threshold must be in place. For us, we don’t get there because we’re a niche lifestyle network. There is not 1:1 correlation or easy way to measure and apply stats to this.