Mar 26
Social Media Benchmarks
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I was asked yesterday if I knew of a benchmark for a unique visitor acquisition for social media programs. My response was as follows:
I don't think you'll find a meaningful number for this unless you are looking for a somewhat narrowly defined component of social media. Social media programs as we define them rely on a wide range of variables. A PR firm trying to reach out to top influential bloggers for example, may only be a single component to a program with several other tactics.
Although a cool new blogger and public relations study may tell me something like 42% of A-list bloggers who are pitched on something from a PR professional will actually write about it - I'm left guessing about fair traffic expectations (let alone conversions) generated from those blog sites.
So using the example above, my gut says this response is good. It's a no-brainer, I should go after it, and I can measure results. But this may only be one component of my overall social media program. Depending on resources, strategy, viral affinity of product/services/message - I may not be able to fairly compare it to another that doesn't use the same component.
All that to say I imagine all available social media benchmarks would apply more to what we would refer to as individual tactics. I wish I had more to offer on this -- And if my new blog were a little older, perhaps somebody could offer a response!
I don't think you'll find a meaningful number for this unless you are looking for a somewhat narrowly defined component of social media. Social media programs as we define them rely on a wide range of variables. A PR firm trying to reach out to top influential bloggers for example, may only be a single component to a program with several other tactics.
Although a cool new blogger and public relations study may tell me something like 42% of A-list bloggers who are pitched on something from a PR professional will actually write about it - I'm left guessing about fair traffic expectations (let alone conversions) generated from those blog sites.
So using the example above, my gut says this response is good. It's a no-brainer, I should go after it, and I can measure results. But this may only be one component of my overall social media program. Depending on resources, strategy, viral affinity of product/services/message - I may not be able to fairly compare it to another that doesn't use the same component.
All that to say I imagine all available social media benchmarks would apply more to what we would refer to as individual tactics. I wish I had more to offer on this -- And if my new blog were a little older, perhaps somebody could offer a response!