Don’t worry, it’s normal (statistically speaking) for people to fool themselves with statistics. So normal, in fact, that the fields of psychology and statistics can tell you exactly where things go wrong. Read on to find out how you and your organization can avoid being fooled by the Fundamental Attribution Error, Sampling Biases, and Information Cascade when you are evaluating social media metrics.
But first, what are we being fooled to believe? People would like to believe that more social media followers are better, more comments are better, more shares are better, etc. This might be, but isn’t necessarily, true. In fact the opposite may be true. Sometimes less is more. Consider the following hypotheticals, based loosely on real world examples:
This is the second in a series of posts about why I advise certain clients to adopt a “dynamic brochure” social media strategy, focusing on publishing, active listening, and measuring “pulse” without attempting to meet numerical goals for metrics such as “likes”, comments, shares, page views, Klout score, etc.
You can read part one here. In this part I discuss the benefits of a dynamic brochure strategy. In part three I’ll discuss false assumptions about the relationship between social media activity volume and ROI. And in a future post I’ll circle back to how social media ROI can be measured effectively, and some of the frameworks that can be used to measure it.
If you can’t connect social media investment to revenue generation, aka calculate ROI for social media, how does a social media program help you? Let me count the ways. But first, a new metaphor. In part one of this series you were a rock star. This time you are a rock star’s stalker. You want to get to know a rock star online — really, really get to know a rock star online — what are you going to do? You’ll take a spin through all of that rock star’s (brand’s) web properties, gathering information, and saving or sharing the tasty bits with like-minded friends.
In real life (which for most of us means not being rock stars or having stalkers), who’s going to take this information gathering approach?
Prospective customers evaluating your offerings, either before or after hearing about you from other sources.
Current customers, and other brand fans, who want to share information about you (referrals).
Customers and brand fans just checking in to keep up with the brand.
Journalists and bloggers considering the brand for a story.
Conference organizers considering your people for speaking positions.
Potential employees, either before or after contact with your recruiters.
A recent conversation with the founder of a newly-launched company seeking to catch a wave of social media buzz inspired me to create a video post for the Audienz Blog entitled The Masolovian Solution for Social Media Audience Building. The idea is that Maslow’s list of basic human needs can be used to help you spot the images and stories that are going to attract and engage your social media followers. Check it out, and please give me your feedback!
As a followup to my post from a couple of weeks ago, 9 timely social media and brand communication insights from SIC 2011, I put together a quick video blog post featuring just the social media highlights from last month’s Seattle Interactive Conference. I apologize in advance for the primitive tech quality, but try to think of it like pie crust, it’s better when it’s home made and looks it, right?
I recently attended the 2011 Seattle Interactive Conference (#SIC2011) at the downtown Seattle convention center. Besides enjoying the opportunity to catch up with friends in the local marketing and social media communities, I was impressed by the overall caliber of presenters and the hard-won insights they shared. Looking back, they gave us a snapshot of the state of the industry as of Q4, 2011.
The following are some of the presentation takeaways I jotted down at the event (click on any of the items in this list to jump down to the details):
People who have been posting to Facebook and Twitter for a while on behalf of a business learn certain tricks and truisms through trial and error, research, and chit chat with others involved in the business of social media. Here is some advice I recently compiled for a business on this topic.
Make it short. Blog posts may be long, of course, especially if they have good introductory paragraphs. But Facebook posts, like LinkedIn or Twitter status updates (which limit the number of characters you can use) should be headlines, using a few keyword-laden words to raise awareness and hopefully drive click-throughs.
Make it rich. Whenever possible, use pictures alongside Facebook posts. Pictures can be automatically inserted whenever you attach a link to a post (if you are linking to one of your own pages, design the page to make it easy to select a good image when you post about that page). Attach links whenever appropriate.
Tricks for shortening. You’re allowed 140 characters for Twitter posts, but plan to use only 120 in case people want to use old style RT (retweet) syntax or add their own comments to your post before re-posting it to their own stream. When you attach a link, use a URL shortening service like Bit.ly or ow.ly (which can be configured inside of Twitter clients like HootSuite) which not only saves precious characters but makes clicks on the links you post trackable.
Listen more than you talk. No offense to any PR people, but most of us don’t want to see a constant stream of press releases when we Like a business on Facebook or follow them on Twitter. Be generous instead. Think of your subscribers and the types of things that might interest them. Post questions that they will enjoy answering. Repost news or information from other sources that might interest them. Respond to their posts with appreciation for what they have said (your other subscribers will be impressed that you are “showing love” to your subscribers). Follow others, and sometimes share what they post.
Follow Friday. On Twitter, a great way to show love when you post to Twitter saying “#FF” and someone’s Twitter handle, you’re encouraging your subscribers to follow that person also.
Customize your home pages. This Mashable post by Matt Silverman (thanks, Matt!) discusses how to brand your YouTube and Twitter pages.
I recently participated in an online discussion about corporate social media policies hosted within a social media group on LinkedIn. The person who started the discussion posted Intel’s social media policy as an example. But things got really interesting when another participant asked her attorney, Tedrick Housh at Kansas City’s Lathrop and Gage law firm, to compare Intel’s and IBM’s policies. She posted the following response from Tedrick, who has graciously given me permission to re-post it here with the caveat that it represents his own professional opinion, nothing more:
[Intel’s] policy is undoubtedly comprehensive and makes a lot of good points. Without delving into all the links in the policy and exploring them in detail, and notwithstanding the disclaimer that any comments are the responsibility of the employee alone, however, my gut reaction is that this is a little too wordy. It also may create an approval mechanism that borders on “deputizing” all the individual tweets and blogs (“if unsure, check with a manager,” etc.) By exercising control, Intel may find itself liable for not policing communications as closely as the policies promise. The sparser, more colloquial IBM policy leaves more of an impression that as an employee, you swim at your own risk, and will be held accountable for your actions. As an employer, I would want to keep these communications more at arm’s length than the Intel policy intimates.
I think this is a highly important issue that will become a major political football within many corporations this year. And although I think Tedrick’s approach – to push responsibility for exercising good judgment down to the individual level – is the optimal one, it runs counter to many corporate cultures and the over-protective tendencies of a majority of attorneys, I would imagine.