We recently sat down with Adam Schoenfeld the CEO of Simply Measured, a measurement and reporting solution that aggregates social media data.
SM: So what exactly is Simply Measured?
AS: Simply Measured is an analytics and reporting platform that helps you aggregate all your social media data in one place with beautiful reports in Excel, on the web, and in PowerPoint. Our goal is to make reporting easy and accessible for everyone – not just data scientists. We offer connections to a dozen data sources, 26 off-the-shelf reports, and the ability to customize your own reports in Excel.
SM: We have a lot of small business and mid-market customers, do you have a solution for them?
AS: Over 25% of the top 100 brands and the world's largest agencies use Simply Measured, but our free tools (http://simplymeasured.com/free-social-media-tools) serve over 45,000 users who are mostly smaller businesses. Our free report marketplace includes 10 reports (and growing) that will analyze your brand's Twitter, Facebook, YouTube, or Instagram profile and measure how you stack up to competitors or industry leaders.
SM: What do these reports provide exactly?
AS: These reports can help answer some of initial questions like: What time of day should I Tweet? What type of content should I post on Facebook? Who are my influential followers? You can access these reports with just a couple of clicks - no need to create an account and they are entirely free to use under our "pay with a share" option.
SM: Can you share some results from recent campaigns?
AS: A recent story that I really like is how KitchenAid turned a social media nightmare into a PR win (http://simplymeasured.com/blog/2012/10/04/kitchenaid-twitter-mistake-analytics/). This wouldn't qualify as a campaign per se, but it's a great social media success story. During the presidential debates, a KitchenAid employee accidentally Tweeted an offensive message from the brand's profile. The Twitterverse immediately erupted. KitchenAid PR responded with a fast and direct apology and then remained available to answer questions in real-time. Ultimate they kept this issue from escalating and even gained the followers in the process. On the metrics side we saw the following:
- KitchenAid time to react = 8 minutes
- Day of the incident mentions = 15,146 (almost all of which were after 6:42 PM when the tweet was posted)
- Day after the incident mentions = 7,909 (a 48% decrease and this declined to near zero by the following day)
- Followers gained = The day after the tweet, Kitchenaid gained 1,031 new followers. What’s even more interesting is that the second day, when conversation had all but ceased, they gained another 1,244. These gains were 20 times more than their normal daily growth.
SM: Adam, thank you for your time!