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Can you identify which social media metrics are most correlated with actual bottom line performance for your company? Analytics tools and data abound on the web today, accessible to big companies and freelancers alike, but the technology alone may not be as important as the analyst interpreting the numbers or the strategy for prioritizing them. Huge budgets are devoted to delivering and acting on certain metrics, when many less easily measurable factors also help determine the future of a company. Strategies and initiatives justifying the ROI of social media implementation assume that certain metrics meet set goals. But are those metrics the right ones? Join us as we ask our panel:
- Which metrics are likely to send social media managers on a wild goose chase?
- What should companies be measuring in a long-term strategy?
- Which metrics become important when dealing with “triple bottom line” evaluations?
- Do social platforms differ in which metrics are most significant?
About the Panel:
John Gordon is Senior VP of Digital in Fenton’s New York office and manages the social media practice firm wide. In that position he works to create memorable campaigns by integrating strategy, technology, and creative content for clients like Warner Bros, ASPCA and Stonyfield Organics. Gordon was formerly the director of new media at Spitfire Strategies where he helped clients such as the Hewlett Foundation, the Robert Wood Johnson Foundation, and the Joint Ocean Commission use new media to drive supporters, win campaigns, and build capacity. Prior to Spitfire, Gordon was the director of interactive communications and marketing at the Girl Scouts of the USA (GSUSA), where he developed online marketing and communications initiatives that served the membership, fundraising, advocacy and e-commerce goals of the national organization and more than 300 Girl Scout councils nationwide. Gordon is a frequent writer and speaker on social media, social CRM, creative content, movement building and metrics. His innovative efforts have been recognized with multiple Webby, Pollie and SXSW Interactive awards.
Heather joined Planned Parenthood Federation of America in August 2011 as Director of Digital Strategy after two years as VP of Digital at Fenton Communications, where she led the DC office’s digital practice. Heather worked to develop and execute social media strategies and multimedia projects across a diverse client base. Prior to Fenton, Heather served for four years as the director of political advocacy for Care2. She worked to connect Care2’s millions of members to non-profits doing political work and advocacy campaigns. She led the effort to develop Care2’s Election2008 Channel. Heather was also a partner and online organizing director for the Carol/Trevelyan Strategy Group (CTSG), instrumental in developing and growing CTSG’s Creative Multimedia department, including serving as executive producer and co-writer for several Pollie-award winning campaigns.
Robin Fray Carey
Robin Fray Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business, and is an advisor to Pivot and Social Week, and to the Society for New Communications Research. She also is a member of the International Rescue Committee’s Board of Overseers and is on the Charlottesville, Virginia local board of the IRC.
Former SMT Senior Editor, currently a social media analyst/consultant. Now find me here as username Cliff Figallo.The quintessential online communities and social media veteran and expert. Founding director of The WELL, author of Hosting Web Communities ('98) and Building the Knowledge Management Network ('02).
Social Media Today