• Pingback: Urs E. Gattiker

  • Pingback: MyComMetrics

  • Pingback: World Economic Forum

  • http://www.ifb-loewenmut.de Stan Albers

    I started twittering for our charity Loewenmut but handed it over to a colleague some months ago. I think it is not, for a small charity like ours, easy to use twitter well! It takes a lot of time / resources to gain the experience you need to get things going with twitter. But I am happy we are still on track because I believe in the future Twitter will be of great importance for Loewenmut.Our measures were pretty bare: The content management system of our website gives us the opportunity to generate the number of clicks on our site for set periods of time. But you know: Even such rough data gives you quite an impression to start with.Thanks for mentioning Loewenmut! Severely disabled children deserve attention, in Africa even more so than in more privileged regions of the world.

    • http://commetrics.com/articles/2011-trends-get-better-roi-with-facebook-twitter-and-youtube/ Urs E. Gattiker

      Stan:nnMeasuring Twitter success for @Loewenmut #charity is surely a challenge.nnClicks is one way to do it. nOne might also want to look at the statistics from your url shortener. These things are pretty accurate because every time somebody clicks on such a link that was tweeted, it counts. These numbers are often more accurate than others, because the counter adds it up even even if one has de-activated scripts on one’s browser. In the latter case, of course, Google Analytics would not count the visit to your website.nnBut like a baby, one begins to crawl, stand-up and then walk before attempting to make the 100 meter dash. Hence, beginning to benchmark like you are doing is not easy and one learns in the process. Soon you begin benchmarking the English against your German Twitter account. This might also reveal some interesting insights.nnThanks for sharing and keep up the good fight.

  • Hans_mecker

    Considering the fact that activities in social networking are time consuming, a company would have to staff a department working exclusively in that area. Considering the investment, how do you actually measure whether or not your activities on Facebook, Twitter, LinkedIn , etc. etc. are actually successful ?nSurely, there is only one Ms. Sarkozy and one Coca Cola, both with a high or highest degree of recognition. But how about the manufacturer of “tannenbaum toothpicks” ? We are not longer living in a society of needs, but a society of abundance. It is not longer about telling about a new product or service; it is about slicing into the cake of one or more competitors. Few can be as successful as Red Bull, and they did it all without social media, they did it with unique and aggressive marketing campaigns. Of course, now, and after the great success, many are hitting the “like” buttons….yet, I am sure that Red Bull could do without.nHans

    • http://commetrics.com/articles/2011-trends-get-better-roi-with-facebook-twitter-and-youtube/ Urs E. Gattiker

      HansnnThanks so much for your comment. Well Ms. Sarkozy is a bit special I grant you that. Nevertheless, as the Toshiba video shows, money alone does not do the trick, unless you are able to get the message across succinctly with a call to action.nnThe question is also if spending part of the money Red Bull spends on ‘classical’ marketing and its F-1 racing team could be used as or more effectively with social media.nnMeasurement success on Twitter or Facebook is not easy. . It has to start with defining oneu2019s goals.nBy defining exactly what you hope to gain from your promotion, sweepstake or buy 2 get 1 free marketing push, you can better design the promotion itself to achieve these goals.nnTo illustrate this furthernnu2022tFollowers or u201clikesu201dnThe promotion can be designed in such a way that each 1,000th follower will get a lavish gift bag, free consultation or a complimentary meal.nEncourage re-tweets (RT @ComMetricsu2026) on Twitter or Identi.ca, Naijapulse.com and shares on Facebook to further spread the word.nnu2022tDonations for your charitynYou could raise money for a particular activity (e.g., building a school house, paying school fees for 50 kids for one year) whereby every 10th donation qualifies one to participate to win tea and scons with actor X (of course the latter does it for free). nnBased on the above you then have to set the metrics and so forth. But it is workable.

  • Elwira Nowakowska

    The social media are a very important part of the NGO media strategies not only becasue of the costs.nBut also becasue of the old tradition we have in our local communities to help each other.nIt’s simple rule: everyone depends on everyone.nSo, the social media become a natural channel of communication. There are lots of groups or communities.

    • http://commetrics.com/articles/2011-trends-get-better-roi-with-facebook-twitter-and-youtube/ Urs E. Gattiker

      Dear ElwirannThanks so much for putting these thoughts down in words here. This approach of – helping each other – everyone depends on everyone else is what I tried to point out during our panel at the Geneva Forum on Social Change: – GFSC2011nnI think this is a really important point, it is not just too look good but, more importantly, to make all our lives better that we help each other.nnSo we must help charities, NGOs and others to make better use of social media as well, of course it is our duty :-)nnThanks for sharing.

      • Elwira Nowakowska

        Urs, I agree with you.nWe should start to think more holistic about our market strategies.nFinally, the most important factor is a human factor. And also it’s the most important value in business and the most important reason we run the business. So, the business should have a human face.nnThank you too:)

        • http://commetrics.com/articles/2011-trends-get-better-roi-with-facebook-twitter-and-youtube/ Urs E. Gattiker

          Nicely put Elwira, thanks.

  • Pingback: Urs E. Gattiker

  • http://twitter.com/cytrap/status/61520898741645312 CyTRAP

    #strategy and #policy: You got it wrong for #socialmedia – what can you do now? http://su.pr/3KKAyg

  • Pingback: Urs E. Gattiker

  • Pingback: MyComMetrics

Previous post:

Next post: