In Part II of Measuring the Value of Social Media (link to Part I), Gary Platte describes how Pure Michigan analyze their visitors’ satisfaction, both on the website and on their social media channels.
Gary starts by describing the types of people coming to the website and their satisfaction scores. He then discusses each group and which type of social media can be used to increase their satisfaction.
He goes on to describe how Pure Michigan built a satisfaction campaign on Facebook and Twitter and showed the results of the campaign
Gary Platte is the Web Analytics Specialist with the Michigan Economic Development Corporation in Lansing, Michigan. His current web analytics focus is Pure Michigan, the state’s award-winning tourism campaign. He has worked extensively with Fluency Media, an online marketing firm, in developing Pure Michigan’s online marketing efforts. Pure Michigan’s online strategy is a mix of web, email, search and social media. He also recently completed a project with ForeSee Results, Pure Michigan’s online customer satisfaction firm, on measuring the value of the Pure Michigan social media campaign. He is a graduate of Northwood University in Midland, Michigan.