Today’s Magic Word is “Metrics.”

Today’s Magic Word is “Metrics.”

I’m a newbie to universe of Social Media, but not to media in general. I’ve been working at this game since long before the Internet was formed from the primordial soup of bits and bytes. You could say media’s in my DNA. As a wee lad I watched my dad read the news on black and white TV, seated at a table in front of a curtain speaking into an RCA Velocity microphone. When it comes to accessing media for promotion not much has changed since those days. Whether social or otherwise, the key question for the customer has been “how do I know XXX media will get me the attention, awareness, interest, or action I’m paying for? The stock answer to that question is usually summed up in the word, “metrics.” In search of a more complete definition I came across this article from April, 2014. Yes, an Internet year is longer than a dog-year, but the article seems to be still relevant. blog.bufferapp.com/definitive-guide-social-media-metrics-stats. My favorite quote in the piece is, “The end goal is action, not eyeballs.” This was attributed to Jay Baer, though it’s been a truism for media marketing since long before Jay could say, “blog.” For as long as I’ve been in marketing, my mantra has been, “Awareness. Relevance. Action.” Awareness: First, you have to get attention (eyeballs). Relevance: Next, you have to quickly connect with a want or a need. Action: Does your message, once received and related to, create a change of behavior? At the end of the day, metrics – whatever they may be – are a measure of change.

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