There are lots of studies now that have confirmed what we all suspected – consumers trust ads only about 33% of the time – but, they trust recommendations from peers 92% of the time. What to do when your best customers aren’t listening anymore? Stop talking and let your customers do the talking instead. Create remarkable, inviting content and empower them to show their love for your brand by sharing it across their social footprint. Marketo Social Marketing allows you to create a variety of social offers that you can easily integrate into all of your marketing efforts. Social is more than just a channel or a tactic, it should be present in every aspect of your marketing.
“How do I measure social media?” is one of the most frequent questions I get asked whenever I give social media seminars.
However, it is difficult to give someone a one-size-fits-all answer as it largely depends on what you want to measure, and what you want to measure largely depends on your wider objectives in the first place.
With this in mind, I thought I’d put together a series of articles where each week I take a particular objective and offer some guidance on how to measure it.
I’m going to kick off with brand awareness – this week focusing solely on Facebook so as not to make the articles too long.
Though Facebook enjoys broad adoption among users of all age groups and genders, other social media sites do not have such ubiquitous appeal, according to a survey from Netpop Research.
Facebook, in other words, is not the norm, Netpop found.
For example, Facebook’s penetration among socially networked adults in the US is 90%, and the site enjoys roughly the same penetration among socially networked women age 18-34 (92%) and age 35+ (92%).
By contrast, YouTube’s penetration among socially networked adults is 56%, but the video sharing site is far more popular among younger, social women (66%) and men (83%).
The use of Wikipedia and Twitter is also higher among younger, socially networked adults:
- 65% of men and 48% of women age 18-34 use Wikipedia, compared with 40% of men and 28% of women age 35+.
- 34% of young men and 24% of young women (24%) use Twitter, compared with 17% of men and 10% of women age 35+.