ADM 1370 Lecture Notes - Lecture 4: User Friendly, Javascript, Rich Internet Application
3 May 2018
School
Department
Course
Professor
Class 4
Social Media Strategy: Criterion-based Selection of Tools
• Honeycomb of Social Media (Functionality & Implications)
Social Media Metrics
• Effective Social Media Management Depends on data-driven measurements, or metrics
o Activity metrics
▪ Pageviews
▪ Unique number of visitors
▪ Posts
▪ Comments and trackbacks
▪ Time spent on site
o ROI measurements
▪ Sales and marketing
▪ Cost per number of prospects
▪ Number of leads per period
▪ Cost of lead
▪ Conversion of leads to customers
▪ Customer lifetime value (CLV)
▪ Product development
▪ Number of new product ideas
▪ Idea to development initiation cycle time
▪ HR
▪ Hiring and training costs
▪ Employee attrition
• Tactical Metrics
o Increase traffic to our website by 10%
o Increase requests for product information via our website by 15%
o Increase number of people who create a user account on our website by 12%
• Strategic Metrics
o Listening
▪ Pay attention to what customers are saying online
o Talking
▪ Communicate with our customers by engaging in conversations
o Energizing
▪ Encourage customers and fans to spread the word through ratings, reviews
and other positive “buzz”
o Support
▪ Provide information and online resources, such as user forums, knowledge
bases and other tools
find more resources at oneclass.com
find more resources at oneclass.com
