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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Measuring isn’t measuring if you’re just guessing

Consumed => “How to Measure the Return on Social Media Contests” by Ben Pickering on Social Media Examiner.

=> Value add (i.e., left a comment)…

With all due respect there’s a pretty massive hole in what has been proposed here. There’s no mention of defining how success will be measured. Nor is there mention of defining benchmarks and milestones for what defines success. Marketing without measurement is simply messaging. We need to stop confusing one with the other.

There are some good ideas and insights here but as it is without discussing the importance of measuring and defining success before hand, this is mostly half-backed. Quite frankly the title is more than a bit misleading for my tastes.

Also, while I don’t think it’s mentioned above it’s worth noting that using contests to increase FB Likes is a major no-no. The moment the Like button represents anything but a Like any ongoing analytics become compromised if not corrupted. In short, don’t do it.

  1. Ben Pickering

    Hi Mark:

    I appreciate the feedback on the article. I think this is a great conversation to have and no reason to make it adversarial. We’re all trying to help clients navigate the new world of social media. I’d love to hear more of your ideas on how we can better assess the effectiveness of the campaigns being run on our platform. Feel free to reach out directly.

    Re-posting my reply to your comment here:

    Yes, measuring success in social media can be a bit tricky but I certainly wasn’t advocating not to measure it. In fact, quite the opposite. I stated at the outset of the article that defining your objectives, which will correlate to success metrics, is vital. I merely proposed some alternative means to measure success with an online contest. And I think that measuring the effectiveness of your messaging is in fact quite important (even if you can’t tie that directly to the bottom line).

    The issue of the Like is one I would like to explore further in a future article. Requiring users to Like a page could certainly compromise the value of a Like but when users make a choice to Like because you are running a fun contest that is certainly a real Like. And even someone who Likes the page initially for the contest only could become a valuable fan. But as I said, it is important to look beyond the Like.


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