Making decisions based on the wrong social metrics
Data analysis is the core of any successful marketing campaign. Leveraging analytics platforms to gain insight into user behavior and preferences is essential across media channels.
Social media marketing has gained tremendous momentum within organizations, yet it is relatively immature, particularly from a measurement perspective. The most common mistake marketers make in regard to social media measurement is relying on absolute numbers instead of relative ratios. Many companies measure social success based on the net increase of "likes," followers, and fans. Mainstream media is known to measure Klout or velocity of status updates as a key metric, or sentiment. All have their issues.
The most important metrics are relative: engagement or conversions as a percentage of total "likes," followers, or fans. Maintaining or improving the ratio is more difficult than it might seem, but doing so will result in a more informed social strategy. For more insights, read my article "The 9 dumbest ways to measure social media."