Facebook Fans: The art of passive engagement

Posted by Clayton Smith on June 13, 2012

As social media marketers, we usually tend to focus on Facebook fan engagement and active interaction. And that’s a good thing, not only because each Facebook interaction spreads your social media message to a new circle of people, but also because engaged fans are passionate fans, and passionate fans are likely to become loyal customers. For many of us, the need to engage becomes so all-important that our Facebook strategies can be boiled down into a simple equation: Engagement = Success, Silence = Disaster. Because of this, it’s easy to panic if your Facebook posts go seemingly unnoticed.

But take heart! While engagement is an excellent metric for measuring social media success, silence doesn’t necessarily mean your words are falling on blind eyes.  

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Topics: analytics, Business, business, campaign, crm, dashboard, education, facebook, gremlin, gremln, insights, like, Marketing, media, network, ROI, social, social media

Treadmills, Travel Time, and the Value of Analytics: Justifying the cost of social media success

Posted by Clayton Smith on May 22, 2012

Confession time: I pay good money on a monthly gym membership just so I can go and run on a treadmill a few times a week. It drives my wife crazy. Why spend $40 a month, she argues, when I can save money by running outside for free? It’s a reasonable question. After all, I’m sure we could find some great uses for an extra $480 a year, and if all I’m doing at the gym is running, I’m not experiencing any additional workout benefits than I would by running on the sidewalk every day. So yes, it’s a good question. Luckily, I have a good answer.

I’m buying the analytics.

Running on my own, outside, is great, and it’s actually the way I prefer to run. Fresh air, occasional sunshine, near-death experiences involving inattentive drivers; it all makes running outdoors a lot more exciting than jogging in place, staring at a wall. But when I run outside, I’m running blindly, analytically speaking. I can’t pinpoint how far I’ve run, how many calories I’ve burned, how steep my incline is, how fast I’m going, or how high my heart rate is. I don’t have access to any of these metrics when I run on my own, and to me, these analytics are a vital part of my workout routine. Tracking them allows me to see how my workouts are improving and how successful my runs are from a personal health point of view. The numbers help me stay motivated, and they constantly give me new goals to reach. For me, $40 a month is a small price to pay for those stats.

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Topics: analytics, Business, business, campaign, dashboard, facebook, google+, google plus, gremlin, gremln, linkedin, Marketing, media, network, ROI, small business, social, social media, statistics, stats, strategy, twitter

Click-Happy: How many clicks does it take to make your social media strategy a success?

Posted by Clayton Smith on February 28, 2012

One of the best and simplest ways to get an idea of your social media ROI is by tracking the number of people who click the links you post to your social networks. Tools like Brev.is make it easy to track your social media links and determine
precisely how many people have clicked
through to your main content.

This number of click-throughs not only tells you how many people thought your link was worth clicking, but it also helps you discover the best time(s) of day to publish posts, what sort of teasers are best for your links, and what sort of content really interests your fans and followers. Heck, with Gremln’s Target Pages tool, you can even track link clicks from your tweet all the way to the actual sale. ROI measurement doesn’t get much better than that.

But the number of clicks can only take you so far. At some point, you’re going to need to sit down and answer the question, “How many clicks is enough?” How many times does your adoring public need to click on a link before you can call your tweet a success?

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Topics: analytics, brev.is, Business, business, click, education, gremlin, gremln, link, Marketing, media, ROI, social, strategy, success

5 Social Media Analytics You Can't Live Without

Posted by Clayton Smith on January 15, 2012

When it comes to social media marketing, analytics are king. Knowing the details about who’s interacting with which messages (and to what extent) is priceless when it comes to building marketing strategies. But let’s face it; it’s easy to get lost in a sea of charts and tables and graphs that delve deep into details about the demographics behind followers, fans, likes, unlikes, tweets, retweets, mentions, clicks, views, shares, check-ins, posts, comments, impressions…the list goes on and on. It’s all great information, but it can get overwhelming, especially for smaller companies that just don't have the time.

Sometimes you just need to quickly grab the most important snippets of social information. When you’re short on time, there are a handful of key analytics you can use to get a clear, bird’s-eye view of how you’re doing in the social space. Here are five essentials:

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Topics: analytics, brev.is, Business, business, education, facebook, gremlin, gremln, link shorten, linkedin, Marketing, measurement, metrics, ROI, sentiment.al, sentiment analysis, social media, twitter

Insights and Impressions - What are your social media analytics telling you?

Posted by Clayton Smith on July 18, 2011

You’re brilliant. You know you’re brilliant. You have a fantastic new Facebook marketing campaign for your product, and it’s the most brilliant thing you’ve ever come up with. It just shines with brilliance. So you launch the campaign, and you wait for the rampant success that should always come with this high level of brilliance.

But how will you know if the public thinks it’s brilliant? How will you know if your campaign really is destined to become that rampant success? Ideally, of course, you should see an increase in sales. After all, what is your hard work for if not to increase your company’s bottom line? But it can take time for your marketing message to translate into a customer purchase, and before that money starts flowing, it’s helpful to know how many people are actually seeing your message. Enter Facebook impressions.

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Topics: analytics, Business, facebook, gremlin, gremln, klout, linkedin, Marketing, media, ROI, social, social media, twitter

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