Effectiveness of Social Media

[Shivakumar21]

Are there industry best practices or measurements that help us understand how effective some of the social media channels ( Twitter, Facebook, Linked in )  are ? 

The goals for us to leverage social media  is to drive awareness of our solutions, listen to what our partners are saying  and also  to drive traffic to our pages on sap.com . Also, to be specific, when we look at the traffic coming onto some of our pages on sap.com - 10-13% of the page views coming to our pages are from social media channels . So is that a good number ? What is the industry reference ?  Any quantitative  number  or industry references will definitely help ...

[Former Member]

Shivakumar:

as Jason said, there are ample reports.

It is often difficult to compare campaigns and results as it depends on your investment, goals and ability to measure, to just name a few aspects.

Overall, when I need numbers, I just go to Google. There are so many articles and reports on all areas of social media. That way, you can read the detail to see if what was done compares to your own campaigns and approaches.

Best,

Natascha

[JasonLax]

There are several benchmark reports available, usually for a fee: The Social Media Report 2012 | Nielsen is one. There are also best practices on the same available.

The actual numbers vary by industry, audience and geography. As long as you're measuring, you'll be able to gauge the before and after affect of levering social media AND which social media channels are most effective: some might be more effective that others. Be wary of quality traffic over quantity: determine which traffic sources are sending better leads that convert.

Also check out SAP Community Network: Leveraging Social Media

[Former Member]

Agree with you, Jason. It's like yoga - it does not necessarily matter how flexible everybody else is but how much YOU are gaining.

It's nice to have traffic come in from social media, if your goal is awareness; if you want lead, the questions to ask are conversion, cost/lead etc.

Cheers,

Natascha