Comments on: Allstate’s Social Media Experimentation and Adoption Experiences Through the Good Hands (SM) Community: Part Two Twitter and Summary http://www.fastforwardblog.com/2009/07/30/allstate%e2%80%99s-social-media-experimentation-and-adoption-experiences-through-the-good-hands-sm-community-part-two-twitter-and-summary/ Fri, 28 Oct 2011 01:28:22 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Ben Foster http://www.fastforwardblog.com/2009/07/30/allstate%e2%80%99s-social-media-experimentation-and-adoption-experiences-through-the-good-hands-sm-community-part-two-twitter-and-summary/comment-page-1/#comment-234679 Ben Foster Mon, 03 Aug 2009 18:22:08 +0000 http://www.fastforwardblog.com/?p=3316#comment-234679 Thanks Anthony, for the comment. Of course, we measure our efforts on Twitter to gauge success. We track # of followers, # of retweets, # of mentions, & following/follower ratio. Additionally, we look at the traffic sourced by Twitter and study new visits, pages/visit, bounce rate, and registered user conversion. However, what we’re most concerned about is the STORY behind the metrics rather than guessing at what number is "good" and trying to reach it. Our goal is to provide relevant and interesting content to consumers, and this requires a look at a set of metrics to understand how they all fit together. Thanks Anthony, for the comment. Of course, we measure our efforts on Twitter to gauge success. We track # of followers, # of retweets, # of mentions, & following/follower ratio. Additionally, we look at the traffic sourced by Twitter and study new visits, pages/visit, bounce rate, and registered user conversion.

However, what we’re most concerned about is the STORY behind the metrics rather than guessing at what number is “good” and trying to reach it. Our goal is to provide relevant and interesting content to consumers, and this requires a look at a set of metrics to understand how they all fit together.

]]> By: Anthony Emerson http://www.fastforwardblog.com/2009/07/30/allstate%e2%80%99s-social-media-experimentation-and-adoption-experiences-through-the-good-hands-sm-community-part-two-twitter-and-summary/comment-page-1/#comment-234294 Anthony Emerson Fri, 31 Jul 2009 17:12:19 +0000 http://www.fastforwardblog.com/?p=3316#comment-234294 Bill - some very good questions posed. I like that Ben acknowledges that there is an initial testing or experimentation period to see what works and that Allstate is attempting to track the effects of different approaches to Twitter. I'd like to know if Allstate has any hard-and-fast goals set for their Twitter endeavors. Companies tend to budget for social media without setting any objectives with which to measure success. I'm sure Allstate has masterminded some overarching strategy for their social media efforts, right? Bill – some very good questions posed.

I like that Ben acknowledges that there is an initial testing or experimentation period to see what works and that Allstate is attempting to track the effects of different approaches to Twitter.

I’d like to know if Allstate has any hard-and-fast goals set for their Twitter endeavors. Companies tend to budget for social media without setting any objectives with which to measure success. I’m sure Allstate has masterminded some overarching strategy for their social media efforts, right?

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