First SMOchat and the state of social media optimization from our community

This post is based on our first #SMOchat (stands for Social Media Optimization chat) this past week. We will be hosting #SMOchat on Twitter every Tuesday at noon Pacific / 3pm Eastern Time. We hope you can join us as we explore more SMO topics together.  
It’s no surprise that Facebook was founded only 7 years ago and opened up to everyone just 5 years ago. SocialCast’s study cited that 71% of social media managers have only 1-4 years of experience, and Jeremiah Owyang’s surveys revealed that 62% of corporate social media divisions have only been in existence for less than 2 years. We are all new at this. This is why we hosted our first #SMOchat in order to bring the community together to have a conversation about how to master the skills in this nascent profession. 92 chatters participated, contributing 673 tweets and a ton of insights.
Measuring Only the Basics
Starting with measurement, which is critical to understanding how to optimize, we found that most participants were focused on what Jeremiah Owyang calls theengagement data – followers, fans, replies, retweets, likes, comments, clicks, etc. These make up the lowest level of metrics that we as social media professionals have in front of us everyday. While there were talks about looking at conversions and repeat retweeters as potential ways to tie what we do more closely to the business, it seemed like we are just starting to think about it.