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OPINION! Axel Schmiegelow, Chairman of the Social Media Section at BVDW & CEO of Sevenload: Social relevance is the key to the measurability of social media
By Simone Janson (More) • Last updated on October 17.11.2009, XNUMX • First published on 17.11.2009/XNUMX/XNUMX • So far 4285 readers, 1100 social media shares Likes & Reviews (5 / 5) • Read & write comments
Axel Schmiegelow is a recognized expert for Marketing, media and Startups-Founding. Since the summer of 2006 he has been a member of the management board of sevenload, a social media network for photos, videos and web TV. In 2009 he became chairman of the Social Media specialist group in the Federal Digital Association Economy eV
Axel Schmiegelow, born in 1972, is Founders and CEO of Internetagency denkwerk. As early as 1998, Axel Schmiegelow, as a co-founder, brought the world's first bookmarking and tagging start-up oneview to life and celebrated success in 16 countries and 10 languages. As a seed investor, he is a board member of the Online-Tour operator itravel and at Qype, the leading recommendation portal and city magazine on the Internet for Germany, England and France. its seedFinancing laid the foundation for sevenload's successful business model.
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- Mr. Schmiegelow, everyone is talking social media. But how can companies measure the success of social media at all?
- Opinion-forming effect sounds pretty spongy - how can the customer satisfaction be quantified?
- The books on the subject (advertising)
- So the customers make positive comments, very nice - but what exactly does that mean in the end for the sale?
- Network effects thus ensure a higher level of awareness, which sounds logical - but how could concrete measurement mechanisms now look like, for example, expressing the commitment of the members or the degree of recognition of the brand in success numbers?
- But is not there the danger that the original dynamic of social media is lost, because it is regulated by measurability and is pressed in campaigns?
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The Success On the one hand, social media marketing can be measured like any other lead generation on the Internet. Dedicated microsites with an optional ordering function and random samples can still validate the measurement. On the other hand, social media has a strong opinion-forming role Effect. This can be over customers-Feedback-Measurements, online surveys, qualitative evaluation of opinion forums and traditional market research.
Opinion-forming effect sounds pretty spongy - how can the customer satisfaction be quantified?
Customer satisfaction as such can vary depending on Industry, which is at stake, can be measured through customer feedback on the product itself. An indirect measurement can be done quantitatively by measuring the number of ratings and comments, but above all by qualitatively evaluating the social media posts.
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So the customers make positive comments, very nice - but what exactly does that mean in the end for the sale?
Take Twitter, for example: Twitter is not only an independent channel for visits, it is also an extremely important opinion-forming medium. The quantity of Twitter traffic is not as important as its quality. What counts here is the pure branding effect through targeted use of the Companys controlled information. In addition, the word-of-mouth factor of information that is not planned and controlled by the company, but is published by the users themselves, generates a significantly higher reach. The network effects of retweets and link sharing on Twitter should not be underestimated, because in addition to the positive Brand perception is increasingly being used on Twitter as an early warning system for crisis PR.
Network effects thus ensure a higher level of awareness, which sounds logical - but how could concrete measurement mechanisms now look like, for example, expressing the commitment of the members or the degree of recognition of the brand in success numbers?
The established performance values in the online advertising market are only partially sufficient to measure the advertising impact of an online advertising medium. Social relevance is the keyword here, which needs to be captured in the form of activity categories. Networking, Contribution and Sharing, for example, are factors that enable advertising and media planners to quantify the value of social media.
The better measurability initially means that social media offers can be financed at all. The risk of relativising the value of social media interaction by using performance parameters that do not reflect this interactionspiegeln, is of course given. It is all the more important that measurement methods and media spending are based on performance values specific to social media. Ultimately, the dynamics of social media are so pronounced that it is inconceivable that they will be affected by campaign bookings sustained will be prevented.
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Here writes for you
Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.
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20 Responses to “OPINION! Axel Schmiegelow, Chairman of the Social Media Specialist Group at BVDW & CEO of Sevenload: Social relevance is the key to measuring social media"
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[...] He thinks% u201Csocial relevance is the key to the measurability of social media% u201D. In the interview, however, the online advertising market and classic measurement parameters are again the [...]
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[...] He believes that “social relevance is the key to the measurability of social media”. In the interview, however, the online advertising market and classic measured variables are again the [...]
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Dear Webdudel,
honestly reluctant:
On the one hand, the whole highly interesting discussion thread is then "gone".
On the other hand, that's the nice thing about a blog that you can follow the development of ideas and discussions in a thread. And of course some statements are no longer correct over time - this can simply be "improved" with a new comment. I also have the option of crossing out statements that are no longer correct. Just write to me what the statements are and / or write an improvement comment.
gruß
Simone Janson -
would you please remove my comments under the interview contribution of Alex Schmiegelow? Some of my statements are not correct, respectively current. Thank you, Webdudel
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It goes on: interesting, quite humorous comments uav Axel # Smelting v. @sevenload to his @Interview #fb
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Thanks for the hint! I know that the Socia-Media working group is currently researching the topic and that it operates a wiki on the alleged. everyone can actively participate after a short registration. Unfortunately, I have not received any access so far, despite multiple e-mails. (No reasons given, think that commercial interests are in the foreground). I will try it with Mr. Notthof and inform you about my results in February. My research has a "simple" approach (ie few important parameters, therefore more universal but not 100%) and is currently "unfortunately" more suitable as a trend measurement instrument and only to a limited extent for assigning qualitatively measurable and comparable values. The focus is on forum contributions. I like the way you asked the questions and tried to force a clear answer. One or the other question, for example: what are specific performance values? Eventeull would have brought a little more light into the dark. On the other hand, I'm not sure whether there isn't a bit of hot air involved (-;
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Dear Webdudel,
sometimes it is simply the lack of time to blame for not getting an answer. I am no longer able to reply to every email.
And of course it's about commercial interests - after all, the measurement should also help to finance social media projects. In this case, I really believe that you just have to wait until there is a result - even if that is of course a bit unsatisfactory for your thesis.
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"The measurability of social media" - an interview with denkwerk founder Axel Schmiegelow
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Hello, unfortunately a little informative interview, at least nothing new.
I still miss the precise approach to quality measurement and comparability.
Still no answers are a shame ... Which factors, for example, within a forum thread can be divided into (named) categories and thus made qualitatively measurable. That means expressing it in numbers for comparability or as a relevance indicator? I would be grateful for answers, assistance / links on this topic! (Write a thesis in the field) What are social media specific performance values?
Greetings Webdudel-
I agree with you there. I would have liked to have it a little more detailed. The problem is that the specialist group at BVDW is currently working on it - and therefore cannot or does not want to say anything specific. If you have a suggestion, please contact Mr. Notthoff from the press office - maybe he can help you, put people in touch, etc. I would be delighted if you could then inform me about the results of your thesis.
Many greetings and good luck
Simone Janson-
Dear Webdudel,
Frankly, I wish I could be much more specific myself. But as is always the case with coordination processes in an entire industry, this is difficult and characterized by conflicting interests.
My personal opinion (and it is shared by many social media companies) is that the new measurement methods:
1) The degree of virality and user interaction with each other (how many recommendations)
2) The frequency and intensity and quality of user contributions (how many comments, ratings, etc.)
3) The degree of networking among each other (groups, fans, etc ..)But for the official position of the BVDW, the AGOF and the IVW you will have to be patient.
Regards
Axel Schmiegelow
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Thank you both for your insightful comments. I am looking forward to further developments in every way!
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Interview with Axel Schmiegelow, chairman of the specialist group ...: Axel Schmiegelow is the founder and C.
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Addendum to the interview with #AxelSchmiegelow -> der LINK: #socialmedia #messbarkeit
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[twitter] Interview with Axel Schmiegelow, chairman of the social media section of the BVDW and CEO of Sevenload:
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Social relevance is the key to the measurability of social media - Interview by @SimoneJanson with Axel Schmiegelow
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Interview of @SimoneJanson with #AxelSchmiegelow to the ROI of #SocialMedia ^ sw
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Reasonable: RT @SimoneJanson: Interview with Axel #Schmiegelow from #Sevenload via #SocialMedia
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In my blog: #Interview with Axel #Schmiegelow from #Sevenload via meme #mechanism measures #fb
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Worth reading: Interview with Axel Schmiegelow, Chairman of the Social Media Section at BVDW and CEO of Sevenload: ...
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