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April 19, 2011

Tweet, Post, Blog Your Way to a Better Word (Big Business is Tracking YOU!)

Can being mindful of what you write online change the world? Six years ago everyone wondered where the women were because guys ruled the tech world and by it's extension, the social media world. Today, men may still rule the tech space, but women rule the social media world. 

In Johanna Blakley's TED video, (thanks WOG) she shows how women surpass men in every age group. Women are not only dominating social media, but are also more "engaged," which is the holy grail of modern marketing. Companies value sites that keep people on them more than 1 minute. 

Screen shot 2011-04-19 at 12.01.10 PM Screen shot 2011-04-19 at 12.06.18 PM

Great, we are in the power seat. We now have the means to activate change besides buying products we believe in. We can vote with our dollars, but we can also jigger "the primary" before we vote by helping companies see what we want before we want it

Companies are measuring everything, I'll give a list of examples in a minute, we need to do to change the way companies work is TELL THEM in your own words, what we like or dislike about our world.

Don't like your kids being sick from some floor cleaning chemical? Write about it and mention the company/product by name that caused the problem. 

If bad-mouthing companies makes you feel bad, then take the opposite approach and tell everyone what you loved about a product/service you bought or saw online that resonated with you. Be specific. 

NAME DROP the name of the company and the product or service. Companies are scanning for every mention. If you give the name along with the pro/con comment you'll end up in a marketing report along with all the other remarks people are saying around the web. 

The following are just a few of the places your comments are being tracked. If our Social Media "votes" are being tallied, isn't it time we learned how to stack the deck and co-create the world we want?  

#1 is Facebook (and Facebook types) Yes, EVERYthing we write is being tallied and fed back to advertisers. Leverage that power to your advantage and name drop the companies/products/services you love/hate and watch the world of business start to bend to our collective will. 

#2 Google (#1 in Search, but not in social media)

#3 Twitter

4. LinkedIn (more for B2B info)

Back in November 2009, David Berkowitz tallied the following list to help business get a handle on what to track. Original article and his contact page here. If business is tracking your thoughts, isn't it time that you knew how that was being done and use it to your advantage?

1.     Volume of consumer-created buzz for a brand based on number of posts

2.     Amount of buzz based on number of impressions

3.     Shift in buzz over time

4.     Buzz by time of day / daypart

5.     Seasonality of buzz

6.     Competitive buzz

7.     Buzz by category / topic

8.     Buzz by social channel (forums, social networks, blogs, Twitter, etc)

9.     Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase)

10.  Asset popularity (e.g., if several videos are available to embed, which is used more)

11.  Mainstream media mentions

12.  Fans


14.  Friends

15.  Growth rate of fans, followers, and friends

16.  Rate of virality / pass-along

17.  Change in virality rates over time

18.  Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)

19.  Embeds / Installs


21.  Uploads

22.  User-initiated views (e.g., for videos)

23.  Ratio of embeds or favoriting to views

24.  Likes / favorites


26.  Ratings

27.  Social bookmarks

28.  Subscriptions (RSS, podcasts, video series)

29.  Pageviews (for blogs, microsites, etc)

30.  Effective CPM based on spend per impressions received

31.  Change in search engine rankings for the site linked to through social media

32.  Change in search engine share of voice for all social sites promoting the brand

33.  Increase in searches due to social activity

34.  Percentage of buzz containing links

35.  Links ranked by influence of publishers

36.  Percentage of buzz containing multimedia (images, video, audio)

37.  Share of voice on social sites when running earned and paid media in same environment

38.  Influence of consumers reached

39.  Influence of publishers reached (e.g., blogs)

40.  Influence of brands participating in social channels

41.  Demographics of target audience engaged with social channels

42.  Demographics of audience reached through social media

43.  Social media habits/interests of target audience

44.  Geography of participating consumers

45.  Sentiment by volume of posts

46.  Sentiment by volume of impressions

47.  Shift in sentiment before, during, and after social marketing programs

48.  Languages spoken by participating consumers

49.  Time spent with distributed content

50.  Time spent on site through social media referrals

51.  Method of content discovery (search, pass-along, discovery engines, etc)

52.  Clicks

53.  Percentage of traffic generated from earned media

54.  View-throughs

55.  Number of interactions

56.  Interaction/engagement rate

57.  Frequency of social interactions per consumer

58.  Percentage of videos viewed

59.  Polls taken / votes received

60.  Brand association

61.  Purchase consideration

62.  Number of user-generated submissions received

63.  Exposures of virtual gifts

64.  Number of virtual gifts given

65.  Relative popularity of content

66.  Tags added

67.  Attributes of tags (e.g., how well they match the brand's perception of itself)

68.  Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)

69.  Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)

70.  Contest entries

71.  Number of chat room participants

72.  Wiki contributors

73.  Impact of offline marketing/events on social marketing programs or buzz

74.  User-generated content created that can be used by the marketer in other channels

75.  Customers assisted

76.  Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store)

77.  Savings generated by enabling customers to connect with each other

78.  Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)

79.  Customer satisfaction

80.  Volume of customer feedback generated

81.  Research & development time saved based on feedback from social media

82.  Suggestions implemented from social feedback

83.  Costs saved from not spending on traditional research

84.  Impact on online sales

85.  Impact on offline sales

86.  Discount redemption rate

87.  Impact on other offline behavior (e.g., TV tune-in)

88.  Leads generated

89.  Products sampled

90.  Visits to store locator pages

91.  Conversion change due to user ratings, reviews

92.  Rate of customer/visitor retention

93.  Impact on customer lifetime value

94.  Customer acquisition / retention costs through social media

95.  Change in market share

96.  Earned media's impact on results from paid media

97.  Responses to socially posted events

98.  Attendance generated at in-person events

99.  Employees reached (for internal programs)

100.  Job applications received



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This is a great list. Especially for us marketing people. It is also nice that as the world develop in technology, it becomes smaller because it is easier to access information and that includes people. Marketing SMS

Thanks for this list!

The list credit goes to David Berkowitz, I was just the messenger. Use it well and often!

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