Four steps for measuring the impact of social media outreach

Research by 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 with the help of Shopify plus agency in London, 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. It is a completely different aspect when a business approaches a customer personally using their assigned sales team than using social media. The on-ground personal interaction is undoubtedly the most effective way to increase sales, as a head can motivate the teams using quotes from which will help them perform even better but to perform this aspect using social media, quite impossible. In this webinar, you will review the options and understand how to develop best practice.

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 discusses aspects of how social media affects the landscape of AR. A ramification of the change also affects the horizon of AR, and has a domino effect on other vital aspects. This calls for treading carefully when any sort of planning is done. Hence, to find a social media marketing expert at such quandaries would be the prudent thing to do.

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, Chapple will explain how firms providing a meaningful measurement of the social media campaign are stepping through four steps.

To register for the webinar, email us at

Duncan Chapple

Duncan Chapple is the preeminent consultant on optimising international analyst relations and the value created by analyst firms. As SageCircle research director, Chapple directs programs that assess and increase the business value of relationships with industry analysts and sourcing advisors.

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  1. January 15, 2012, 5:05 pm

    […] Four steps for measuring the impact of social media outreach […]