“While the dashboard’s engine is driven by complex analytics, our goal was to present easily understood snapshots across the social media Metaverse that would help guide the overall strategy and initiate corrective actions as needed," said Baughman.
Chicago, IL (PRWEB) April 29, 2010
Although major brands have embraced social media marketing, until now a basic question has gone unanswered: How do you quantify the economic value and other contributions to the business and brand of all these activities?
Brand and community managers finally have a simple, easy way to get answers with the new Social Marketing Dashboard from ComBlu, a Chicago-based consulting firm specializing in social marketing strategy, social media measurement and influencer engagement. This Web service integrates data points from branded social assets (Web sites, communities) and multiple social media outlets (Facebook, Twitter, blogs, forums, etc.) into a single dashboard. Its modules include:
- Social Performance Index™ (SPI™) tracks performance of branded communities in three major strategy areas – feedback, advocacy and support – as well as in mass social media sites and niche destinations. This diagnostic tool gauges the effect of conversations on the brand, shows performance trending correlated with business KPIs and indicates if any actions should be taken.
- Cloud Cover™ provides collective performance metrics on engagement across the “cloud,” including share of social voice, conversation hubs and topics. The report compares performance against a defined peer group and features a flow diagram that recommends responses to specific conversation scenarios.
ComBlu has developed customized versions of the Social Marketing Dashboard for a number of Fortune 100 brands.
Other data points on the SPI™ cover revenues generated from communities and social media sites; reach, traffic, depth and breadth of conversations; engagement and brand impact. The index also features color-coded trending arrows for each category.
“While the dashboard’s engine is driven by highly complex analytics, our goal was to present easily understood snapshots across the social media Metaverse that would help guide the overall strategy and initiate corrective actions as needed,” said Kathy Baughman, a principal at ComBlu. “We believe it’s the first practical tool for measuring the performance of a company’s integrated social marketing strategy. We expect this to become a best practices standard for quantifying social marketing.”
Founded in 2003, ComBlu is a consulting firm specializing in social marketing strategy, social media measurement and social engagement. It offers market-tested methodologies to help clients identify their customer advocates, activate them as a WOM and feedback channel, and measure the impact of the resulting WOM programs. ComBlu has built and manages 26 communities in 20 languages with more than 8 million members worldwide. The company is located in Chicago, Ill., and can be found at http://www.comblu.com.