Week Three

The first article of the week is about the intersection of social marketing and CRM. The author explains that social marketers often use ‘soft’ metrics to measure impact, but ROI is such an important measure of the success of social marketing that social marketers should team up with CRM marketers to determine more accurate and efficient ways of measuring ROI.

The second article of the week talks about the importance understand your company’s value proposition. By understanding the value proposition you can focus directly on the metrics that will be the most beneficial. Don’t make the mistake of trying to use a ‘stand-alone’ metric to try and judge the success of an organization; however, do not try to judge off too many unnecessary metrics either, without the correct metrics a pile of data can not be properly deciphered.  

Some key takeaways from the week's articles:

• Social marketers collaborating with CRM marketers would be beneficial for both parties
• Overall business objectives and social media goals should be aligned and integrated
• Understanding your value proposition is the key to finding the right metrics (ie: If you compete on cost, efficiency and productivity measure are important)
• It is important to start measuring before you start implementing metrics to see how accurately your performance has increased, or decreased 

References:

Roy, Rohit. "Why Social Marketers Need to Collaborate With CRM Teams to Accurately Measure Social ROI." MarTech Advisor. MarTech Advisor, 24 Aug. 2015. Web. 13 Sept. 2015.

Morris, Tricia. “15 Customer Service Metrics to Measure.” Customer Service Success Blog. Parature, 21 Sept. 2012. Web. 14 Spt. 2015.