If you Google Adam Singer, we can’t tell you exactly what will come up, but we can tell you what SHOULD. The words ‘awesome’, ‘data king’, ‘University of Florida’, and ‘analytics advocate’ would all pop right into our top results.
Wondering why? Let me explain. I had the pleasure to chat with Singer, who works for Google as their Analytics Advocate, AND has his own blog called The Future Buzz that he writes when not working at his super cool office at Google HQ.
While attending University of Florida, Singer worked a few side jobs to make extra money including McAlisters Deli (fellow Gators have probably heard of this place!) and he also ran a few websites for fun and profit. When running websites proved to be more profitable than part-time deli life; Singer’s internet marketing adventure began. But there was just one small problem, at the time there was no degree or school that focused on internet marketing. This is just another reason Singer is awesome…he had to figure it out all on his own, and now is here to share some of his secrets with you.
Why Social Media Measurement Matters
Singer specializes in measurement. No, not with inches and centimeters, with online data. Before we give you some tips on how to create your own social media and public relations measurement plan, you need to know why it’s important to measure data in the first place.
Measurement matters because:
- You won’t know how to improve and where to focus your efforts without data and feedback.
- Once you get that feedback, it’s important to understand what to improve. This means you can show your boss how you were able to increase things like audience and brand exposure.
- Even if you are a blogger or writer, it is important to understand the success of your stories and which ones draw more shares and likes.
Create Your Own Social Media/Public Relations Measurement Plan
- Start your own measurement plan to indicate what you need to measure and how you are going to report on it.
- Next, create a business objective. Start with something like top line revenue, new email subscribers, how many shares or clicks your site gets, anything that will impact your business and relates back to your brand’s business goals and objectives.
- Analyze KPIs (key performance indicators) and bring them together with revenue.
- Decide what you are going to use for analytics (don’t worry we will give you advice on this in a sec).
The Analytics War
We know you are probably thinking, “but there are SO many different tools for analytics, which should I use?” Never fear, Singer has some advice for that too!
First, and most important, all of your data should be in ONE tool that has a listed view. Also, when getting analytics from Google, for example, it is important you are aware that you can connect Google with virtually anything. An example would be linking Google analytics to popular sites such as HootSuite. But it doesn’t stop there, Singer says Google can even connect to your offline data or something as absurd as a coffee machine. (I promise that makes sense, target=”_blank” rel=”noopener noreferrer”>watch the video link at the bottom to hear that insane story.)
The war on analytics comes from the other side of the table as well. You may be saying, I know how to get my own analytics, but what about my clients? The fact is, in the world of Public Relations, clients giving their PR agents full access to their accounts is not the norm, but it is crucial to help you help the company to reach their maximum potential. What can you do?!
Singer gives some great advice on the subject. He recommends to requesting access to everything needed into an agreement with the client before they sign on with you if you are working with an agency or freelancing. That way they are fully aware of the terms before making a commitment. And make sure to pick your battles, because access to all of your clients data is super important for you to report results and offer a better service.
Measurement and Mobile
Mobile today has become Increasingly important due to contextual information that is available and relevant in the moment. In terms of measuring mobile progress, it is vital that companies find a creative way to market their product on mobile devices.
An example Singer gives is Charmin, the toilet paper brand. Before you say “how could a toilet paper brand possibly have an app?” listen to this. Charmin’s app has hundreds of thousands of downloads that shows you where the nearest public restroom is. Wherever. You. Are.
Another ultra important tip is to make sure that your blog and website are both compatible with mobile devices. Most searching today is done on the go, and potential customers may quickly lose interest if it is a struggle to get access to your website from their phone.
Now you have everything you need to create your own measurement plan straight from the brain of Adam Singer, the data king! If you want more cool tips and tricks make sure to watch the whole >video interview with Adam here and follow him on Twitter for real time digs on data!
Our Favorite Tweets from @AdamSinger
Class is in session for app analytics – our new MOOC on App Analytics is now live! https://t.co/OHoMJAX4uP
— Adam Singer (@AdamSinger) November 18, 2014
My favorite thing in social is when people complain about junk in their stream. Just unfollow people who share dumb things. So easy. — Adam Singer (@AdamSinger) November 15, 2014
I can’t believe brands still Tweet stuff like this: http://t.co/fhioNOI3Mt …people have to know better, they just have to.
— Adam Singer (@AdamSinger) November 18, 2014
Get more Social PR Secrets from Adam Singer in this video interview for my UF Social Media Management Class!
Reported By Sydney Thompson.
Image Credits: Adam Singer and Google Analytics Academy.