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There has been considerable commentary from critics regarding Internet use and specifically relating higher levels of stress to social media use.
PSS can be viewed as an assessment of the risk that people face for psychological disorders related to stress, such as anxiety and depression, as well as physical illnesses, such as cardiovascular disease and susceptibility to infectious diseases. There are various factors that are known to make people feel more stress, such as the uncertainty of employment and the absence of a friend or partner with whom to confide. Previous studies have also found that awareness of stressful events in the lives of others is a major contributor to people's assessment of their own stress levels. There are circumstances under which the social use of digital technology increases awareness of stressful events in the lives of others. This finding about "the cost of caring," the report says, adds to the evidence that stress is contagious. The study determined that women appear to be connected more deeply online than men, and that women find that knowing their friends are in trouble is stressful.
There was no statistical difference in stress levels between men who use social media, mobile phones or the Internet and men who do not use these technologies.
However, Twitter use, email use and photo sharing via mobile phones were linked to less stress among women when compared with women who do not use these technologies.
There was one exception to this rule, when bad things happened to people in the social circles of the women.
Twenty years ago, sharing news meant picking up the phone, writing a letter or sitting down to talk. Social media allows us to send a message or invite to all our friends instantly online and with the advent of apps on smart phones, people exist in an environment of persistent contact and pervasive awareness. This study suggests that the information transferred through social media translates into awareness of all kinds of extra things, including an awareness of undesirable events in the lives of family, friends and acquaintances. Medical News Today recently reported on a study that examines why couples post "lovey-dovey" updates on Facebook and suggests that some brag about their relationships in order to mitigate fears of rejection.
Social media and the cost of caring, Keith Hampton, et al, Pew Research Internet Project, accessed 16 January 2015. For any corrections of factual information, or to contact our editorial team, please see our contact page. Please note: Any medical information published on this website is not intended as a substitute for informed medical advice and you should not take any action before consulting with a health care professional. I am going to define a way for you to think about measuring social media, and you can't actually easily measure what I am going to recommend. I want to propose a framework you can use to measure success using metrics that matter for one simple reason: They actually measure if you are participating in the channel in an optimal fashion. I'm proposing four distinct social media metrics we should measure, (and this is so cool) independent of the social channel you participate in. When I say most brands do TV on social media what I mean is that we do the same uninformed shouting and pimping on social media that we do on TV.
We know little about who is on the other end of the TV set and the medium places limits to what we can do. A high conversation rate requires a deeper understanding of who your audience is, what your brand attributes are, what you are good at, what value you can add to your followers and the ecosystem you participate in. Remember we do not measure to manipulate the metrics, we measure to know if we are adding business value. But the size of my second level network (the unique people who follow the people who follow me) is 6.3 mil. So measure Amplification, the rate at which your followers take your content and share it through their network.
As you post and tweet and you rock and you roll… measure what pieces of content (type) cause amplification (allow your social contributions to spread to your 2nd, or even 3rd, level network).
Do you know of a tool that precisely measures Amplification across all channels as defined above?
If you +1 this blog post, you'll not help me understand its relative quality, but when someone in our extended social graph does a search on Google for Social Media Metrics your endorsement of this content will show up in the search results. It is foolish to believe that just Conversation Rate, Amplification Rate, Applause Rate will get you the eternal love and gratification (and perhaps budget!) of your company's leadership. Your job is to identify that blue arrow, and the orange box (what it stands for and what the amount is).
I can focus on the Per Visit Goal Value (economic value delivered by visitors from social media channels across my macro and micro conversions – note the 0% in the macro conversions column, ouch!) for each channel.
You do Economic Value and you will never, ever have to beg for investment in Social Media, and your career will get on the fast track.
You can see Retweets (x-axis) and Replies (size of the circle) overall and individual tweet perspective. If you are a tool vendor… I would love for you to adopt the aforementioned metrics, and definitions, into your tool. If you are engaging in brand advertising on social media channels then the metrics you should solve for should be the first three. If you are engaging in direct response advertising on social media channels then the fourth metric, Economic Value delivered, comes into play from a strategic perspective. Social media presents and incredible opportunity to rethink what it means to connect with and influence customers. In presenting new metrics for you to measure, what I'm really trying to do is provide a very small assistance in helping you think differently. Erik Ohlen was inspired by this blog post to create a very simple, and effective, dashboard where you can track the four recommended social media metrics. As I had stressed above, currently if you want to report these metrics exactly as defined above and from ALL the social channels mentioned then you have to do so manually. Play with it, and get just the data you need to make smarter decisions when it comes to social media. Please share your feedback, critique, suggestions, and cool tools to measure these four metrics, via comments.
Wonderful people in the ecosystem such as yourself I know are working very very hard to tie all other bits of Social Media value into a quantified number.
My real-life challenge on finding economic value is that most of the case eventually it will be based on certain assumptions and making reasonable assumptions is a key to the right economic value. Tim mentioned the value of non-trackable social media influence such as in-store conversion. It seems like commenting, sharing, and liking are all manifestations of the same larger, underlying thing, no? Scott: The commonality between Conversion, Amplification and Applause, if there is any, is that they creating a set of permission based influence engagements with your 1st level, and through them the 2nd level, network. Other than that I personally believe they measure different things and, more importantly, different outcomes. I agree that the state of mind for the actions from the audience may be the same, but there are several differences in the magnitude and the expected follow-up response from these actions that should trigger different tactics on how the marketer should respond, which I believe is what really matters. However, what you call conversation (see above) we call engagement (kind of pre-step to conversation).

I agree that we need to stop pushing the one way communication marketers are used to with TV and radio.
And I'm glad you've come up with solid ways to measure the results of social media marketing! That being said, and far be it for me to pick a fight with The Master, I'm not so sure I agree with the Applause metric. I could not agree more with you on competitive analysis and gaining valuable context from that data. Heather: That is true, but some Likes on Facebook are in context of comments and other Likes are in context of a page and others still are in context of a brand.
In our analysis sadly we will have to ensure that we accommodate the context in which we want to report the data, and then choose accordingly. Social media has a kind of intimacy that is not really intimate, allowing people to offer apparent personal access while keeping the audience at arm's length.
Even if you have 20 people liking your Facebook existence, figure out how to solve for these metrics.
Josh: With analytics of all types (from all vendors) becoming more Visitor centric I personally believe that the challenge you mention is becoming less of a challenge over time. Google Analytics's Multi Channel Funnel report (and equivalent reports in the tool you are using, if it has it) provide insights into this pan session behavior. I have to submit a discussion piece for tomorrow's class and your post has given me much food for thought. We've created a tool called Measured Voice that tracks FB likes and comments, Twitter retweets, and bitly link clicks on social media messages. In the future, among other things, we will add tracking for Twitter favorites, Twitter replies, and Facebook and Twitter impressions. I wonder if there's not some more work to be done on simplifying or differentiating the first 3 metrics. I think there's value in all 3 independently, but we should see that each metric would plot roughly the same on a graph for a given message, just with different axis values. The 3 independent metrics should probably remain separate as you start to analyze a single message impact across different networks.
Social media sites are where guests post photos and comment on recent travel experiences and resorts. The Forbes 5-Star Stein Eriksen Lodge in Park City, Utah, uses Maestro PMS for property management. Maestro PMS was developed from the ground up as a true hospitality enterprise system that offers a comprehensive suite of 20+ integrated modules sharing a single database. Enhance guest service, improve efficiency, and maximize online and offline revenue with Maestro PMS, the industry's most robust and flexible resort software and boutique hotel software solution empowering leading full-service hotels, luxury resorts, multi-property groups, conference centers, condominiums, and timeshare properties.
Maestro PMS is recognized in the hospitality industry for its standard-setting Diamond Plus Service and robust integrated Maestro resort hotel software technology. Reach out to the author: contact and available social following information is listed in the top-right of all news releases.
If you do any kind of reading about marketing at all, you’re going to see tips about using social media as a part of your strategy. Many business owners are reluctant to believe this, though, because they’re stuck on two big myths about social media. There’s no sense investing all of your time using social media sites that your customers never sign into. For an online business, the simplest way to find out which social media sites your customers use is to send them an email survey and ask them. You wouldn’t let your competitor put up billboards all over town without taking steps to start putting up some signs yourself if you had a brick and mortar business. As you study these four aspects of your competitors’ social media accounts, you’ll quickly start to see places where you could do a better job than them. You want to incentivize people to interact with you on social media, and that means offering exclusive deals.
Acquisitions Direct is a highly experienced group of online business brokers that have years of experience to assist in helping buyers and sellers through the acquisition process. However, a study on "the cost of caring," conducted by the Pew Research Center's Internet Project, has found the opposite is true. It is the social uses of digital technologies, and the way they increase awareness of distressing events in others' lives, that can result in users feeling more stress. The aim of their research was to explore whether the use of social media, mobile phones and the Internet is associated with higher levels of stress. The participants were asked about the extent to which they feel stress in their lives, using an established scale of stress called the Perceived Stress Scale (PSS). However, contrary to previous reports, simply using social media did not lead to more stress. This research highlights the change in human interaction and the on-going learning curve about just how it affects us. Whether as a result of social media, or more traditional forms of interaction, awareness of undesirable events in others' lives generates increasing psychological stress, and with it, higher risk for the physical and psychological problems that often accompany stress. Research shows that people who do not have an online presence tend to be the most disconnected Americans. Most of us have no idea how to participate optimally in this unique channel – we are doing TV on Twitter (breaks my heart). Use data to incentivise our companies to do the right thing by measuring what matters, what makes this channel so unique. Do you know of a tool that measures conversation Rate easily as defined above across the main social media channels?
On Google (paid search), on Facebook (display ads), on Radio (audio ads), and all other channels you can think of. If you follow my advice and post something "incredible, relevant, of value" to your audience then they can allow you to break free of the limitations of your network and spread your word around to a more massive audience! You get a much deeper understanding of what your audience likes so much that it will +1 your content (or contribution) and allow for that to be then shown to others in their social graph.
Your selfless social media contribution comes back to assist you in driving valuable business outcomes. I know that the long time readers of my blog would know that I would never let you get away without measuring hard business bottom-line impact of any digital effort!
Once you have your highest level segmented view of the acquisition strategy, above, you can in two seconds segment down to individual channels you participate in. If you do a Promoted Tweet or Facebook Like campaign or whatever Google+ decides to come up with then you want to measure resulting Conversation, Amplification and Applause (of course only if you did not stink at your campaign). It covers both the immediate value (revenue via macro conversions) and the longer term value (economic value via micro conversions). You need to forget what has worked in the past (and that is why this is so incredibly hard to do. Small price to pay for communicating the actual impact of social media to your management right? But now there is a very good, still in alpha, tool that allows you to measure the metrics recommended in this post.

It highlights the need to have clear business objectives and a logical framework of how the activity in the specific social media channel will roll up to something that matters to the business. It's not easy but even trying it would be valuable since we can learn a lot during the process. I agree that we should not neglect that portion of influence, but in real corporate life, at first, I'd better use something we can measure and quantify to persuade management. Amplification Rate, is how much the marketer himself is involved after he published the initial post.
My good friend Joost de valk had created plugin for WordPress that measures those metrics (based on post I had written – talk about circular references!).
This way you can see if members are talking to each other (stronger value) or if they only talk to you. We can have that discussion some other time :) None the less I think it is very important the true context of that metric be understood. Mostly because I believe that social media is unique in that it allows businesses and brands to influence across the entire funnel (highlight, persuade, acquire, retain). Simply put, the most engaging tweet or post from an unknown will not elicit the number of responses that any reasonably coherent tweet or post from a prominent individual will inspire. I deeply believe that any person (or brand) has an opportunity to create a hyper relevant network on social media and succeed with it.
But if you do it well and you are able to create a social graph with the right 100 people then what does it matter that Ashton has 15 trillion?
I get conversation, applause, amplification and economic impact for actions that occur in session. Which in turn should help you communicate how Social impacts future behavior (especially if it leads to a Macro or Micro Conversion).
Social media being the unique beast that it is, a +1 (applause) would also seem to fall into the conversation (react) and amplification categories. To help their clients implement these features, Maestro’s Management Services Group works with properties to develop landing pages and website design to make it easy for independent operators to have their guests book directly.
Solutions include Front Office (PMS), Accounts Receivable, Analytics and Business Intelligence, Sales and Catering, Multi-Property Management, Condo & Timeshare Owner Management with Web Functionality, Spa and Activities, Web Booking Engine, Real-Time Yield Management, Dynamic Packaging Golf, CRM, Guest Experience Measurement, CRO, GDS Two-Way XML Connectivity or Integration, Membership, Work Orders, Fine Dining and Retail POS, Online Table Reservations with Web Booking, Concierge, and Guest Experience Measurement.
With more than 30 years’ experience dedicated to developing technology solutions for the hospitality industry, Maestro PMS is a partner who understands you need a scalable, flexible PMS that works the way you do. Doing a little research to find out what sites they utilize the most can save you time and money. Give them an incentive to reply like a small discount or a free gift with their next purchase. The key to successful social media marketing is to provide content that your followers are likely to be interested in along with marketing content.
It may seem like common sense, but far too many online businesses end up linking to their home page rather than a product page or over-complicate special offers. The scale is based on answers to 10 questions that assess whether a person feels that their life is overloaded, unpredictable and uncontrollable.
For Facebook the number is included in Facebook Insights, though it is not available as easily in a simple way (at least not as expansively as outlined above). If that is your primary objective you are going to suck at it (and the above metrics will reflect very efficiently how much you suck).
My hope is that vendors will stop creating tools in silos (just do Twitter or Facebook or Google Plus or YouTube or…) and start to think of real world needs of Brands and Businesses and pull together metrics we need into one place (from all social channels). Rather, the conversation in social media influenced an in-store purchase or influenced a subsequent visit to the site that wasn't initiated by a social media clickthrough. If we do it correctly, we can justify the value of social media investment most of the case even not touching intangibles. Getting involved later will only delay the development of the muscles necessary to do the necessary heavy lifting. It does boggle my mind how many people, even the media, still report hits as being a reliable metric.
Now Maestro PMS makes it possible to instantly book hotel reservations directly from your favorite social sites. With Maestro’s new Social Media Booking Widget, people who visit a property on social media can also directly book a room without leaving the page. The Maestro PMS is database independent (ODBC Compliant) and may be deployed via Windows, UNIX, Linux, Terminal Services, hosted, and Web platforms.
Maestro applications are engineered for operators who need to manage their enterprise in a real-time environment for the utmost operational efficiency, productivity, control, and profitability. Let social media followers purchase a product that’s likely to sell out ahead of other customers. For example, you can start a blog on related topics and share links to your articles or post articles from other sources on your website.
We have IT-minded people engaging in massive data puking (one report with 30 metrics anyone?) and Marketing-minded people who are using lousy measures of success ("I got 158,632 Fans! Brands (all of the aforementioned plus…) as in Mitch Joel and Stephen Colbert and Nancy Pelosi.
Even if every single person who follows me reads every single thing I write, I can at most reach 57k people on Twitter. IMHO, the Like in its current form only shows: of the people who saw *and read* the update, how many of those people moved the cursor across the page, hovered over a link and then clicked that link.
That is, in a way, the link in each update is not really that different from a banner (for which is URL Builder's original intent) that drives traffic back into my site.
That is, trying to understand (for example) if a particular hash tag on Twitter seem to draw more clicks.
Admittedly, Ashton has more of a following, but to us, you are also one of those people who enjoy benefits from the celebrity factor. We like its attractive ‘Book Now’ opportunity and how it presents our property,” said John Perry, communications manager for Stein Eriksen Lodge. Our users think it works great.” The widget can link to a Twitter feed that pushes people to a Facebook fan page or directly to ResWave.
Regardless of which gender you’re targeting, your customers are using social media sites. Remember, many people use their phones to access social media and will only see the beginning of your message if it’s too long.
If you don't fall into those two categories then this social media measurement framework might not apply to you.
Four simple measures that get you to focus on the right thing from a social media participation perspective, help you understand how well you are doing at it, and quantify the business impact. Booking takes place directly in a Maestro PMS-users ResWave booking engine, so rates and availability are always current.

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