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Measuring in social media
Meters in social media are challenging. Like I said, traditional direct meters are really lousy and often you say that meter tools are lousy because those does not react.
If you measure social media activities with amount of sales so I don’t think that there is any case in this country.
Except maybe Stockmann’s Grazy Days. However, how you really can say that Stockmann’s social media activities is the thing. It would need nuclear physics to prove it water tightly.
For sure it needs kind of faith of leap.
If I would be answering to customers questions; it needs a faith to think that if I answer and give a service them so in the future they will continue to buy my products.
I don’t think this needs endlessly have a faith because I think that it is true.
Many is using also lack of meters as an excuse, like “we wont do it this way until some one has bullet proof way to show that if we invest twenty thousand in to the social media activities we would get out hundred thousand.”
Of course someone could make a model like this, however they would not believe that because it is not directly done. 00:01:45.36,00:02:01.85, There is coming new meters. Like Facebook is making own exchange, it is called interaction.
However, how many users have been in interaction with the company. That’s one-step deeper contact than if they would have just seen the advertisers message.
And they have been able to show when you are in interaction with a brand then the memory trace is better and positive things will stick to customers mind.
In that way you could measure things. If thousand people have been in interaction and things get better, so you can get some meters out of that.
But then all indirect meters are one thing, about when you are talking indirect contacts that see the customer’s activity and see people in inner circle.
And If I see my coworker to take part to co-creation with a brand so it has huge affect to me. That is interesting, or that brand is interesting because my friend has made effort being interaction with a brand.
However, it needs some creativity to build ways to measure. Again, I still would not use endlessly my time to the meters because the investments are quite marginal.
Advertisers invests to print media hundred times more without having really good tools to meter or even follow what effects those have.
So is it really a problem of social media or digital channel that you cannot give bulletproof deliver or is it advertisers problem, so that’s other thing.