Marshall Sponder from WebMetricsGuru.com
about his book SocialMediaAnalyticsBook.com and the 3 challenges to content management:
– Diversity of offerings
– Types of content
– Privacy issues
Improving and Optimizing Content Effectiveness
Site Analytics
Analytics tools like Google Analytics show traffic sources and what they are interested in.
Social Flow: The optimal time for content to appear in your follower’s network is crucial.
The Awareness Social Intelligence Hub tells how long your content remains engaging.
Measuring & Managing Content
InfiniGraph.com allows to republish the most popular content at less busy times of the week, say Saturday. This can increase social media traffic by up to 30%.
Complex Magazine had a successful use case with InfiniGraph.com
Site and campaign analytics tagging is important in order to track down the effectiveness of individual measures. Source, medium and campaign should be tagged and measured.
URL shorteners like bit.ly offer click tracking for measurement of content links.
QR codes can perform nicely if marketed properly in a QR code savvy environment or augmented reality setups.
Shareaholic or Gigya offer social media links and according metrics.
Tynt.com offers keywords analytics reports, i.e. how does your content come across for a spider? What content does it think you’re talking about?
YouTube Insights shows when content goes viral.
The Awareness Social Intelligence Hub combines many of these features into one dashboard. It also integrates databases such as Salesforce or analytics tools as Omniture or Google Analytics with social media sources as Facebook, Twitter, etc.
Managing Social Media Content
Awareness Networks is a single sign on portal to several social networks.
Radian6 Engagement Console is a similar product.
Alterian Social Media Publisher or Synthesio Unity tackle the same challenges around social media and management of content across different platforms.
SocialFlow.com can also be used to manage content.
Engaging Audience – Social CRM
SocialCRM integrations are becoming a new important field for monitoring and managing content, traffic and customer interactions.
Radian6 and Marketwire Sysomos offer Salesforce integration, other tools have further APIs.
Privacy Controls in Social Media
The Facebook Open Graph offers a wealth of new opportunities but also new privacy issues. Tools like ShareThis give publishers control over what information, text and photos are displayed when a user shares a page.
Face2Face offers privacy control for geolocation services via proximity awareness. It makes chatting with friends across networks possible.
Summary: Marketing and measurement strategies need to be very tightly aligned. Strategy and data need to align.
Read more in Marshall Sponder’s book:
http://twitter.com/#!/WalterSchaerer/status/106816284875964416