1. Conversion Rates The best way to figure out when someone clicks on a social media link and then converts (to a paying customer, for instance) is to place a cookie on the user’s machine that identifies the campaign, once a user clicks on the social media link. 2. The Control Group To measure the success of your social media campaigns, compare your leads and conversion rates with a control group that has not been [...]

Collecting Facebook Page fans seems to be a core social media activity for many brands, both local and international. And with good reason. Having a large fan base will give brands a competitive advantage over brands that do not, especially with the next wave of “social search” which will be hugely influenced by the size of a brands social footprint. So it is no surprise that brands regularly reward people to “fan” their Facebook page, [...]

GAP, the iconic clothing retailer that quietly introduced a new logo on its website, retracted the logo due to a public outcry. Should it have done so? Much as I hate to say it, the decision to retract the logo was the right one. But, although I am a fan of crowdsourcing (using the crowds input to drive decisions or achieve some other goal) I feel that brands need to draw a line between how [...]

Before you jump head first into the Social Media game, it is important to take a careful assessment of your goals, your expectations and your capabilities. If you are in the game already, it doesn’t hurt to re-assess! To start off with, check off the points below. You can either do this as an in-house strategy task, or ask a digital agency to help you create an initial assessment report, which should include recommendations for [...]