Measuring social media is easy enough, measuring email marketing is extremely easy but measuring both from an integrated perspective as in social email marketing? It seems like few people know exactly how and what and I think that this is the reason why some recent surveys say that marketers want to invest in social email marketing but that there is no obvious proven return.
My guess is that there is no proven return because there is no proper measurement and that has everything to do with a lack of implementing cross-channel metrics which is caused by a lack of an integrated marketing view. I submitted the issue to the people of Radian 6 by mail. Curious to see what they think. Or maybe it’s better to ask Email Data Source: last November they launched version 4.0 of their Email Analyst platform to monitor competitive Twitter marketing offers.
It is the first monitoring tool that combines email and social media and that enables marketers to compare the efficiency of both (Twitter and email in this case).
This is done by using social media measurement metrics within the context of reach, frequency, and effectiveness, metrics that marketers understand and enable them to compare apples to apples, as Email Data Source puts it. Indeed, we need to speak a common metrics language, regardless of tactics and channels.
Maybe the principles apply to other social media.
However, the main question is: what do we measure? In the end everybody knows it’s about sales and the bottom line but how do you get from Twitter followers to the bottom line or from social email marketing?