By Irina Skaya
A recent ANA/BtoB Magazine/Mktg survey reported that 66 percent of marketers utilized social media in 2009 compared to 20 percent in 2007. In order to fund their new media efforts, 55 percent of marketers have already shifted funds from their traditional media budgets. In 2009 Web site ownership, search engine marketing and display advertising are among the new media platforms that received the most funding. And in 2010, blogs, mobile and video are supposed to be at the top of the list.
According to the survey, The top concerns for marketers when considering newer media platforms are the inability to prove ROI (45 percent) and having metrics to properly allocate the mix of traditional and digital media (43 percent). Social media analytics is young and most marketers do not know where to start. First thing is first: know what your objective is, what you are trying to measure. Do you want to know what people are saying about your brands? Do you want to see how people are interacting with your brands on specific social networks? Or do you just simply want to know upcoming social media trends or maybe what your competitors are doing in the social media space?
As the social media guru of the ANA, I always look for new measuring and monitoring social media tools. I came up with a social media metrics superlist-my favorite online tools that will help marketers get started with social media analytics.
PS. They are all free!
- Twitalyzer: measures brands' and individuals' impact and success on Twitter by reporting on relative influence, signal-to-noise ratio, generosity, velocity, clout.
- Keotag: monitors mentions of your brands across dozens of Web sites, including Technorati, Blog Pulse, Google Blog, del.icio.us, Blinklist, Twitter, Bluedot, Newsvine, Digg, Blog Lines, YouTube, and more.
- Trackur: a 14-day free trial allows you to monitor your brands' online reputation and your competitors', and track your campaign's effectiveness.
- Social Networking Media ROI Calculator
- Blog Metrics
The ANA Marketing Insights Center has a great number of resources for marketers who would like to utilize social media to learn more about their customers and engage them directly and involve them in their brands. In the ANA Today newsletter, "How Social Media Transforms Marketing," and "Skittles: Follow the Rainbow on Twitter" are the top-read articles. The above articles are available for ANA members only. If you are not an ANA member, browse through our 101 library where we have an abundant amount of social media resources, including "Marketing with Twitter."
If you use other social media tracking tools, please feel free to share them with us. We'd love to hear from you! Leave a comment or email me at Irina@ana.net.