With the meteoric rise of social media marketing, it only makes sense that tools to monitor those marketing efforts would proliferate. Paid tools run the gamut, from blessedly affordable (for solopreneurs and small businesses) to outrageously expensive (only the big guys can even hope to afford them)
Just like Web analytics tools, social media reporting systems can provide a wealth of data. But, is all that data necessary? How much of it is even useful? For most small and even medium-sized organizations, I would argue that only a small slice of what most reporting tools spit out is actionable.
Please note: I am not suggesting that you cast your social media strategies out like proverbial bread upon the waters. If you’ve decided to add social media to your marketing mix, then you need to keep track of what’s going on and how it benefits your business. However, before you decide to sign up with the monitoring tool that shows up first in your Google search, you need to determine what you want to get out of your investment.
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Just like Web analytics tools, social media reporting systems can provide a wealth of data. But, is all that data necessary? How much of it is even useful? For most small and even medium-sized organizations, I would argue that only a small slice of what most reporting tools spit out is actionable.
Please note: I am not suggesting that you cast your social media strategies out like proverbial bread upon the waters. If you’ve decided to add social media to your marketing mix, then you need to keep track of what’s going on and how it benefits your business. However, before you decide to sign up with the monitoring tool that shows up first in your Google search, you need to determine what you want to get out of your investment.
Read more...
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