Four steps for measuring the impact of social media outreach

Research by Lighthouse has found that few analyst relations teams are measuring how effective social media outreach is. In our on-demand webinar, you’ll learn what the weaknesses are in social media measurement – and how to fix it.

The growth of social media requires the need for evaluation to expand its reach and complexity. With the impact of social media traditionally defined by B2C outcomes (a successful e-commerce transaction, for example) the influence of social media towards personal purchase considerations can be measured with some accuracy. However, there is often a missing link when it comes to evaluating social media’s impact on B2B influencers and brand building. The problem is located between the data provided by mainstream web analytics and how this data reflects influence. In this webinar, you will review the options and understand how to develop best practise.

Since a major part of AR concerns the process of transforming hard data into recommendations and the management of change processes with IT, it could be argued that AR-teams are best prepared to lead in the process of evaluating media – much more so than PR, marketing or sales. In this webinar, Duncan Chapple, MD of Lighthouse AR, discusses aspects of how social media affects the landscape of AR.

Most corporate buyers of high technology, like most industry analysts, are not using social media professionally in any serious way. Those who are are generally not using them extensively or would not use them in a professional setting. However in a number of technology areas, most obviously social media and customer relationship management solutions, and in the US in particular, firms are starting to attempt to track the interaction of analysts and technology buyers through twitter.

Having worked on a number of social media projects now, our experience is that the current ability of even the largest firms to track and measure their own social media impact is questionable – and so must be their ability to track analysts. In this webinar, Lighthouse will explain how firms providing meaningful measurement of the social media campaign are stepping through four steps.

To register for the webinar, email us at [email protected]

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