7: Getting Results Driving Business Outcomes in Java

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7: Getting Results Driving Business Outcomes
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You re measuring what sort of response you re getting. Now it s time to cycle back around to measuring what sort of business impact your efforts are having. Whether you employ an intern, use a spreadsheet, or even just glance at a dashboard, social media is not going to do any good for your company unless you can tell if the results are an increase in revenue, a lowering of costs, and/or an improvement in customer satisfaction.
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Introduction
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With your new insights about how social media really works, it s time to reexamine your goals. The Big Three will certainly stand the test of time, but your Key Performance Indicators are sure to need a reevaluation.
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8: Getting Buy-In Convincing Your Colleagues
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Senior managers are not dumb, but they are slow to understand and embrace new communications methods. Chances are excellent that your boss and his boss and her boss did not grow up with Internet access. Maybe they didn t even have it at college. You need to take some steps to convince them that social media is not only inevitable and not only a vital part of your marketing mix, but is a pathway to pro ts and it deserves the resources to be properly measured.
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9: Getting Ahead Seeing the Future
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What does social media look like in two or ten years How do you measure this strange and wonderful world of actually talking to people in public as it constantly changes There are some changes coming that seem inevitable and some that will take us all by surprise. Looking into the crystal ball is always entertaining and a little nerve wracking. One thing we know for certain. As far into the future as you care to look, you will still need to measure your efforts against your goals. You gotta have goals. Let s start there, shall we
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Getting Focused Identifying Goals
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I know the price of success: dedication, hard work, and an unremitting devotion to the things you want to see happen. Frank Lloyd Wright Give me a stock clerk with a goal and I ll give you a man who will make history. Give me a man with no goals and I ll give you a stock clerk. J.C. Penney Measuring for measurement s sake is a fool s errand. But we re all fools now and again. The human mind loves order. People think their iPod really knows how they feel by how it sequences songs just so when set to shuf e. People tell fortunes by reading the leaves in the bottom of a tea cup or from the succession of upturned tarot cards. When faced with absolute randomness, the human mind kicks into overdrive to nd patterns. We enjoy spending quiet time on the grass nding animals in the clouds, and conspiracy theorists can nd plots and schemes in random events.
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Social Media Metrics
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In the same way, web marketers have attempted to divine signi cance from the rows of IP addresses, le names, byte counts, and time stamps in the log les of web servers from the very beginning. Over the years, with the advent of additional data collection technologies, we have proven that our conjectures and prognostications are valuable to business. Hypotheses can be scienti cally tested to show that we understand and can in uence onsite behavior by making speci c changes to a web site and measuring the results. We can alter our prospective customers behavior by altering our promotional efforts and persuasion techniques.
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Measurement Is No Longer Optional
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Katie Delahaye Paine is a PR maven who understands social media better than most. She s an insightful consultant and an engaging speaker, and one of her more popular PowerPoint presentations is available online at www.themeasurementstandard.com/issues/5-109/paine7stepssocial5-1-09.asp. It s called 7 Steps to Measurable Social Media Success. In step two, Katie advocates setting clear, measurable objectives. She says you need to know what problem you need to solve, you need to not do anything in social media if it doesn t add value, and she reminds us that you can t manage what you can t measure so set measurable goals. Whether money is tight or times are good, everybody is bent on improving their business performance based on metrics. You cannot continue to y by the seat of your pants. Automated systems and navigational instrumentation are required on passenger planes, and your business deserves no less.
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