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SHARETHIS
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
SUPPORTED BY
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SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
Measuring The Value Of Social Media
Andrew Bruce Smith@andismit #ciprsm
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Is social media important to PR?
September 2012 http://bit.ly/SltQcX
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What’s the problem?
September 2012 http://bit.ly/SltQcX
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Biggest myth about social media?
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Social is not measurable
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Other issues
• Wonky metrics– Relying too heavily on “gameable” outputs eg
followers and Likes– Problems with Fakes
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Is Google Analytics an answer?
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Why GA?
Ubiquity
86pc of UK businesses use GA (E-Consultancy survey 2011)
It’s free!
A way to prove the direct and indirect value of PR and social media
Key WIN areas: goals and attribution analysis
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Social media’s marriage problem.
Or how attribution analysis can show the value of social media. Or PR.
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Google Analytics provides a way of seeing the direct and indirect contribution made by any channel against a specific goal
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Old vs new
Old: our PR and social media activity created x number of OTS (opportunities to see)
New: our social media (or PR) activity directly and indirectly contributed £x value in relation to defined business and organisational goals
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SHARETHIS
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
SUPPORTED BY