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One matter that come out in discussion a lot is how to compute the efficiency of a social media marketing campaign.

The small answer to that title is yes it is, and this is how we measurement within the ROI of the social media campaigns we operate.

Set Campaign Goals

Prior to you start on any campaign the first move is to always set up the goal(s) for the campaign. Is it to rise sales, visitors to a website, RSS subscribers, etc? Once you have the goals it is much easier to set up tracking. Notice that none of the goals from any of our campaigns is to just increase the number of followers or fans that we have on Facebook or Twitter. These are not goals that give you a high-quality ROI!

This is an reorganized story from a post I wrote in February called How Dell is using Twitter to boost sales

Dell said last week that it has gathered more than $3 million in sales from Twitter followers. Dell has been on twitter for about two years now and says that it made more than $1 million in the past 6 months.

“We’re going to observe it over time to confirm it’s tracking at the right level,” said Lionel Menchaca, Dell’s chief blogger. “It is trending upward and that’s what we’re going to be looking at on the whole.”

Twitter - Social media optimization

Last week I looked at some of the marketing strategies that are operating on Facebook. At present it is time to twist that concentration onto what is working on Twitter.

Most marketers are using Twitter to just drive more traffic to their web site. The most ordinary tactics are direct linking to web pages or promotional pages.

As with the Facebook results, what works in the B2B market does not essentially work for B2C marketers and vice-versa.

Companies “brag” constantly concerning the number of followers or friends that they have on Facebook or Twitter. But what motivates someone to friend or follow a company?

A December 2009 survey of 500 social network users exhibited that the top motivation of those who befriended or adopted a brand online was to study about specials and sales, followed closely by learning about new products, features or services.

This data would seem to point to that Facebook and Twitter is superior for reaching people who previously have an existing relationship with you, but not as good at attracting new customers.

Appealing data in the ForeSee Results 2010 Social Media Report. Some of the important findings in the study, which looked at nearly 10,000 visitors to the leading e-retail websites in the United States, comprise:

• 56% of shoppers to top e-retail websites who interrelate with social media websites have nominated to “friend” or “follow” or “subscribe” to a retailer on social networking sites like Facebook, Twitter and YouTube. This is a remarkable testament to customer faithfulness and interest in social engagement. Shoppers are in fact selecting to connect in relationships with retailers on social sites.

Social media marketing has become such a significant marketing channel for Brands. A survey showed that 33% of Facebook users have become fans of brands.

A third of Facebook users have became fans of a brand. That is pretty astonishing to me. And leads me to ask the noticeable follow-up question: Why?

Favorably coupons are by far and away the most favourable driver of brand interactions in social networks. After that, people say that learning about sales and new products is also a strong motivator for them to fan brands.

There was a actually interesting study last year. The study called “21st Century Mom” found that new mothers gravitate to social media sites after having a child.  How moms are using the Internet and social media nowadays:

• Social Mom: Social Media is Mass Media for Moms. The number of moms who use social media frequently has considerably increased from 11% to 63% since 2006. Forty-four percent use social media for word-of-mouth recommendations on brands and products and 73% feel they discover reliable information about products and services through online communities focused on their particular interests such as parenting.

I came across a charming new study from about social media addiction. At first glimpse I was surprised at the addiction level that people have to sites like Facebook and Twitter, but after travelling for the last two weeks and seeing people inspecting and updating these sites from their phones, I came to better know the numbers.
The study asked 1,000 social media user’s questions such as when, where, and how much time they spend on sites and services like Facebook and Twitter. Here are the some of the outcome.

Last thing At Night And First Thing In The Morning

So when should you give permission your child onto these social media sites?.

Study Highlights

• 30% of parents think 13 – 15 years old is the right age to get a social media page
• 36% of parents think 16 – 18 is the right age to get a social media page
• 26% of parents say over 18 is the right age to get a social media page
• 8% of parents are okay with kids under 12 having a social media page
• 48% of parents on Facebook are “friends” with their kids. 52% are not.

I came through this interesting chart this morning that shows the demographic split of Twitter users by age.

Fascinatingly the speediest growing segment on Twitter (other than bots) is amongst people 24 and younger accelerated more rapidly than older folks in 2009, according to comScore.

Not like most social networks, Twitter began out being more well-liked with adults, before it caught on with younger users. Previous year that changed as celebrity tweets caught on, and mainstream media began talking about the service more.

Towards the end of 2009, more than 30% of Twitter’s visitors were under 25, this chart suggests, up from about 20% of its visitors towards the end of 2008.