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

Coverage of this session by Travis Kenney of Connect with him by following him on Twitter.

11:55 —’s Erin McDaniel introduces 3M’s Social Media Leader of Global eTransformation, Greg Gerik.

11:56 — Greg shares 5 Myths about social measurement:

  1. Standardized metrics
  2. Accuracy and perfection
  3. Technology and tools solve everything
  4. Social = soft metrics/you can’t measure social
  5. There is one way to measure social

12:00 — Greg shares 5.5 Truths about social measurement:

  1. Culture is king (not content)
  2. Social is not a strategy
  3. We are going back to business (why are we doing social?)
  4. You move what you measure (#YMWYM)
  5. Measure what matters (#MWM)
  6. 5.5 “Impressions” is a dirty word (#YOLO)

12:07 — Things just got real: Back to business, measure what matters.

12:08 — Greg: Here’s the process for how we look at social: It starts with a business purpose (measure what matters), the data universe (know your sources, look beyond silos, share info with others — they may be willing to trade),

12:09 — Greg: Frame the implementation (know thy culture, process and structure, test and prove).

12:10 — Actionable insights (what can you do right now? So what? Now what?).

12:11 — Greg says execution and management is about communication (remove silos within reason, 5-second rule: If it doesn’t tell the story in 5 seconds, we need to do a better job).

12:12 — Greg says to celebrate successes as well as failures.

12:13 — Optimization and exploration (always look to improve).

12:14 — Notes online at

Q & A:

Q: Have you tried reporting one metric?

A: Greg: No. When you look at the information, it could have six different measurements.

Q: You said that 2/3 of listening is outside of the organization. Can you provide examples?

A: Greg: We look at competitors and their products, industry mega-trends, and neutrals (for example, Scotch Tape and tape in general).

Q: Can you share an example of the 5-second rule?

A: Greg: For example, Radian6 reporting creates simple, easy-to-read charts.

Q: How do you marry social to traditional research?

A: Greg: We compare the online version with in-person brand studies. We’re able to offer an online version that will save a lot of money and provide similar results.

Q: How do you manage culture over content?

A: Greg: We find something up the chain that the decision-maker cares about and highlight it. For example: The Scotch-Brite scrub sponge issues were found out through social channels.

December 10, 2013 0 comments

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