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Sep 20 2013

Social Equity: Social Media Measurability

Social media measurability is one of the driving elements behind the value of social media.

social media measurabilityThere are few things that social marketers hate more than hearing the phrase, “You can’t measure social media.” Virtually every single aspect of your social media marketing initiatives is measurable, and it is this social media measurability that can add tremendous value to your business.

Consider other forms of marketing. Has there ever been an initiative or campaign as tangibly measurable as social media? It’s very hard to think of one. The Social Equity that this social media measurability offers can be considerable for quite a few reasons.

Justify Your Costs

When it comes to marketing and advertising, there are some initiatives that we simply have to trust blindly. With the exception of focus groups and questionnaires, it is hard to say whether a particular initiative worked.

When it comes to social media, you can easily justify the costs that it incurs. The ability to measure every single element on social and see exactly how your activity translates into Social Equity means that there is no longer a need to blindly trust an initiative. Justify every penny you spend, and showcase why a certain budget is required.

See Tangible Results

In keeping with the theme of the previous point, every single aspect can be measured in order to ensure that every single aspect is performing.

By incorporating the concept of Responsive Branding into the mix, you can make real-time modifications to your social media marketing initiatives in order to ensure that your program produces the highest possible returns.

Watch Your Business Grow

Another great feature that comes with social media measurability is the fact that you can see exactly how your business is growing online. Of course, Google Analytics provides insights into your activity online. But setting up your Google Analytics Social Dashboard and incorporating the performance monitored there with your other measurement criteria will mean watching how and where your audience is growing most rapidly.

The concept of Social Equity relates to using social media to build your business. As your social audience and results increase, so does the long-term value added to your company.

Everything on social is measurable. There is virtually no feature of a social media program that cannot be measured in some form or another.

What is your favorite measurement criteria on social media? Tell us in the comments below or on Twitter!

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Corey Padveen

Corey Padveen is Google AdWords Certified, Google Analytics Certified, a Certified Inbound Marketer and the Director of Global Social Business Strategy at t2 Marketing International. He is a principle strategist for B2B, B2C, B2G and NFP client-centered digital marketing initiatives and is a leading authority on the concepts of Social Equity and Responsive Branding. As the primary author of the t2 Marketing International digital marketing blog, a contributing author to a number of reputable marketing publications and a keynote speaker, Corey regularly shares his wealth of knowledge in the realm of digital marketing, data analysis and social media, and their applications to business in the digital age.

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