Social Metrics: The Return on Amplification
I’ve been thinking a lot about amplification recently. That’s what social media enables. Everyone and everything in social media is there to amplify. Your success is a function of how well you engage with people. The friendships and collaborations you create will make a huge difference. The tools you pick is also a critical part of your success in social media.
Every social media tool or service provider or consultant claims to be an amplifier. They aren’t lying! That’s the bonus and the challenge. We need to get a firm grip on amplification. Understanding amplification will help us define our strategies and be more effective.
- Triberr amplifies by letting you collaborate with other bloggers.
- BufferApp amplifies by spreading your communications over time.
- Blogs let you amplify by creating SEO findable content.
- Twitter amplifies by being a network and by simplifying sharing and finding new friends.
- Facebook amplifies your content among individual friend networks.
- Listly amplifies your content by sourcing new content and driving traffic and engagement inside your blog.
People & Service Providers Amplify…
- SEO gurus amplify your existing content.
- Social Media Celebrities amplify your story/brand by mentioning you (influence in action!).
- PR Strategiests get your story in the hands of journalists who mention you.
The list goes on. I began a list of tools that amplify. Feel free to add more suggestions. The key question is how do we measure amplification? What is the Return on Amplification? Is there an amplification benchmark? What makes one app amplify better than another? Is amplifcation like a cooking recipe? What is the ideal toolset combo?
The interesting thing about amplification is the way tools & people combine. Everyone in social media is looking for the perfect formula. I’d argue focusing on amplification is one way to bring all your tools onto one comparable framework.
Total amplification is a function of the multiplication of all the components, but the math is a little more complex than A x B x C!
Here’s some more questions to think about.
- How do we measure amplification? What is the uplift? What’s the baseline of activity?
- What is the base unit of amplification – Page views?
- How do we account for double counting. How to we attribute success by platform?
- The real question is how do we decide which types of tools to use?
- What type of amplification is most effective?
- How does amplification turn into revenue?
Image Credit: BrewBooks via Flickr.com and Creative Commons