Another day, another article about what to look for in social marketing partners and social media firms. Today, we’ve captured a few insights from an article by an American Social firm called ‘Context Optional’:
- Avoid firms who measure success based on number of fans or lead-generation. Analytics must deliver insight into the overall health of the Facebook or Twitter community (e.g. WOM, fan churn, fan engagement, etc.), metrics on the drivers of engagement (e.g. polls, promotions, sweepstakes, etc), and metrics on the tangible impact of that engagement of business goals (e.g. uplift on email, commerce, reviews, etc.).
- The best firms will have tools to automate processes and relationships with the top social campaign management platforms.
- A good firm will be willing to speak about their failures as well as successes. Focus on their learnings from early failures within the social space—and the implications for your campaign.
- The right partner will be able to demonstrate success in building global–reaching branded applications, which have scaled to over 1 million users in short time frames, with spikes of activity of 100,000 participants per hour.
- Firms must understand that social campaigns are just one component of any marketing campaign and demonstrate their experience in ‘playing nicely’ with other specialist firms when working to execute a successful social campaign.
Read a bit more on the topic here. What do you think?
