“What gets measured gets managed.”
~Peter Drucker, Management Guru
Every organization uses KPI to measure progress. For sales people, KPI can mean anything from hard numbers such as revenue to soft numbers such as number of customers met in a given time. For marketing, it’s even harder to establish a KPI that measures awareness and response. How do you measure awareness?
Traditional measurements, like surveys and polls, are ineffective and broken. We either over-valued certain portion of the demographics or underestimated hidden opinions. Even the gold standard such as ACNielsen are not much better. A few years ago, a Taiwanese TV network got a 0.25% market share (ie. 50,000 viewers) in the ratings. This was a very “impressive” KPI, except that the TV network was shut down for half an hour because of its temporary malfunction during the period ACNelsen surveyed the market. Not that it stopped managers from purchasing ACNelsen data to justify their performances.
With the world living out their life on a globe spanning social networks, and content would be digitized, mashed up, and reframed into any format possible, this drives more and more marketing campaigns to come on the Internet, especially on social networks. Along with this trend, we now have more accurate and reliable services to measure awareness, response, and attitude.
However, with the internet producing one DVD worth of data every second, finding the content might be the biggest challenge. QSearch is powerful search and analysis tool focusing on Facebook content. It ranks the issues by the number of like, comment, and reshares each issue received, and display the information in an easily comprehendible way. Even for those without marketing training background can pick up the service immediately.
Don’t believe me? Email me something you’re interested in finding, and I’ll dig it up for you. Keep Calm and QSearch.
Written by: Tien-Yu Lee
