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language of numbers. but you can’t stop there—a good report will also have some
seemingly objective analysis. You’re the one writing the report—you’d be remiss to not
take the opportunity to offer your interpretation of the numbers and what they mean.
start slow and try to focus on a single metric or two in the early phases of the
project. Figure 5.13 is an example of a good, simple page views graphic provided by
Facebook insights that would be perfect to share early in a campaign. add a simple
commentary to something like this, and you have your first report! Your colleagues are
not nearly as expert as you are on Facebook marketing, so reporting will need to reflect
important data points that can be both easily understood and easily explained. over
time, you’ll have the opportunity to get more complex as people learn alongside you.
Figure 5.13 Basic early campaign report for fan page
You won’t have a lot of time-trending data early in the project, but that’s
ok. s how what you can, and make sure you manage your colleagues’ expectations.
learning often is a huge benefit when companies decide to do social media work in-
house. Focus on what your effort has taught you and how it informs future decisions.
Featured Case: Mad Men Case Study
For cable channel AMC, August 26, 2008, was a difficult day. Some fans of the show Mad Men,
a property of AMC, had taken it upon themselves to establish Twitter accounts in the names of
the show’s characters. Not only that, but they were Twittering in-character and had created an
alternate world of “Twittertainment ” for fans of the show between episodes. That doesn’t seem
like such a bad thing, does it?
Well, that wasn’t the cause of the difficulty. The day went south not because of the fans’ actions
but because of how AMC responded. It appears that AMC demonstrated its complete misun-
derstanding of the benefits of grassroots viral marketing and social marketing channels like
Facebook by issuing a Digital Millennium Copyright Act (DMCA) takedown notice to Twitter. AMC
claimed copyright ownership over the characters’ names and the fan fiction that was being cre-
ated in “an unauthorized manner” on the microblogging site.
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