Social media is a great way for companies to engage with consumers and track conversations, but it is not always an easy thing to measure. Sure organizations can count the number of retweets, hashtags used and followers as a way to determine success, but how can the success of a Twitter campaign be accurately measured? This is one of the problems that businesses face when using social media. While there are tools available for measuring Twitter campaigns, these tools cannot take into account emotion and clutter and are based on numbers. Another factor in measuring is the loss of control once something is tweeted.
A recent example of this happening is with the Audi Super Bowl commercial that aired during this year’s game. At the end of the advertisement appeared the hashtag #SoLongVampires. Viewers were encouraged to tweet about the ad using this hashtag. One of the glaring problems is that the association with Audi is not clear once this hashtag hits Twitter. Someone may see a friend’s tweet using the hashtag and may relate it to something completely different that has nothing to do with Audi but may actually be about vampires. How can they then measure the success of the campaign? There is also the question about whether or not the campaign was well received by the public. How can this be accurately measured when there is the possibility of so much white noise occurring?
Social media strategists need to look more at the end result than at the immediate product because some foresight could have prevented Audi from using such a vague hashtag. If strategists take measurement into mind before they roll out a social media campaign, they would be able to see the problems that could arise.
Measuring is not an easy thing to do because there are many different aspects that need to be taken into account that may not be measureable such as buzz. While numbers are important they are not everything. Being able to monitor the conversation surrounding a campaign is just as important as analyzing the raw data.