The Handy Auto Tip Sheet for Selecting a Social Media Measurement Partner

I’m continually amazed at how some of the biggest and smartest brands in the world have trouble with the decision-making process over choosing a social media measurement partner. They not only struggle with the process, they often base their decisions on what I would say is an incomplete criteria.

Maybe I shouldn’t be surprised since this is still an emerging industry and area of growing importance to companies. Perhaps the real blame goes to some of us in the business for not doing enough to educate the market about the value and differences of our offerings and the right ways to evaluate the different products and services available.

While attending one of the thought provocative WOMMA dinners the other night in Las Vegas hosted by industry expert Nathan Gilliatt, it struck me that many brands are making decisions on social media companies the same way many consumers make a decision when buying a new car – based on how its looks or exterior design, and hardly ever on what’s really important, namely what’s under the hood.

With that in mind, here’s my car analogy tip sheet to help interested brands in making more informed decisions in the future:

The Dealership: Would your purchase an expensive item like a new car without knowing anything about the manufacturer or the reputation of the local dealer? The biographies of everyone in our industry are readily available on the Web. Start your checklist by looking for people with strong backgrounds in social media research and analytics.

The Dashboard: Don’t be blinded by the fancy interactive dashboards and Flash charts. It’s much more important to understand the data methodologies behind those dashboards that create those results. Without a solid understanding of how the company collects and calculates its data, the dazzling digital displays won’t hold much value for your organization.

The Horsepower: When considering software providers, it’s particularly critical to research the so-called “horsepower” or engine fueling the application. Is it going to deliver your brand what you want to know now and down the road? Will it still be able to move your social media initiatives forward over the next five years or become as obsolete as the Edsel?

The Onboard Computer: The intelligence behind the platform and the people should also be on your checklist. Is the data making you smarter about your business and does it fit into the way your company analyzes other market research and analytics? When you want to go deep and do even more with the information, does the vendor have the talent and team to go beyond just what the technology can provide you?

The Service and Warranty: When things go wrong with a car everyone wants outstanding service and warranty protection. It’s no different in this industry, especially given its emerging nature. There will always be the need for additional support at all hours of the day and night and help when a breaking crisis or emergency strikes your brand. It’s critical to have a partner that will help you in those situations and always be ready to jump in the trenches with you.

With these handy tips, any company can make a better informed decision about selecting a social media partner. I’m also available to help develop your RFP.

Mike Spataro