Social Power Tools To Kick It Up A Notch (Tool #1): ObjectiveMarketer

You can’t play with the big dogs if you pee like a puppy.

I’m writing a series of 3 or 4 posts with the intention of showcasing some of the tools you can use to upgrade your game in social media. This week, a closer look into ObjectiveMarketer, the application used by some of the top influencers like Guy Kawasaki.

I will focus more on the individual use of the tool since the blog is based on personal branding but, I should point out that ObjectiveMarketer has the strength to be used by organizations and even agencies handling multiple clients. Also, I will try to emphasize on the features that make this app unique rather than what is already offered out there.

So let’s take a look at some of those features…

Multiple Users, Accounts And Platforms

This is one of the areas where the game is taken to the next level. You not only have the ability to handle multiple Twitter accounts but you can setup different users under the same account with their own roles and permissions.

For now ObjectiveMarketer can handle channels like Twitter, Facebook and YouTube, but according to its founder Amita Paul, they are currently working on the integration of MySpace and Orkut with more to come in the near future.

Campaigns

If you have different objectives in your social media activity, you can design separate campaigns to track individual performance for them. For example, if you promote your own content and also share content from other sources or you are running two different promotions for your product or service, you can create two different campaigns and analyze their performance individually. You decide how to design your campaigns. Be creative.

Goals

The best way to determine if a campaign has been successful is by setting your goals or expectations in advance. Be specific, setup goals for clicks, retweets and even average clicks per post for individual campaigns.

Keywords

Keywords are used to monitor any mentions on Twitter that are related to your campaign, you can monitor specific events or product names and listen to what is been said out there.

Om.ly

ObjectiveMarketer has its own short URL so there is no need to setup any third-party services or make two stops to send out your message. As long as you are using Om.ly, everything gets tracked.

There is also a bookmark plugin available so you can share from anywhere in the web.

Post Your Messages Like A Rockstar

Sending out a Tweet is one thing, choosing the account, scheduling it, assigning a specific campaign and adding tags to your post is something else. All these features allow you to track your performance and adjust your strategy like no other application.

Calendar

Scheduling posts in advance is a good way to control your frequency and collaboration with other users. OM generates a calendar with a unique URL that you can then export to your Google Calendar.

Influencers vs. Amplifiers

This is another feature I haven’t seen before. OM classifies your followers into two categories, “Influencers” is a count of your followers retweeting your posts and the “Amplifiers” are determined by the times your follower has been retweeted. Your follower is promoted from influencer to amplifier when he/she amplifies your message to a 2nd level.

Analytics

Setting up goals, tags and some of the other criteria on your posts and campaigns provides you with a great set of metrics to analyze your performance. The main dashboard gives you the big picture but you can also get in-depth charts of all kinds…

You can measure an individual post or campaign by its lifetime and performance during the day, by clicks and by different channels where it has been posted.