Social Media measurement is checking on the influence factor: There are 2 common measurement extremes: Analysis Paralysis and Data Crush Overload. To avoid these, the metrics should generally be placed into 4 Key areas: Exposure, Influence, Engagement and Action. Does what we do impact what they do? Does what we do impact what others do? Does what anyone does make us money?

1. SESSION 4
By: Dickens OOKO
Mail: ookoguma@gmail.com
Tel: +254707200880

2.  Social Media is conversation empowered by
sharing.
 Social Media provides engagement platform
through posts, sharing and comments
 What matters most in SM Measurement is
everything that happens after you
post/tweet/participate.
 You can’t measure a channel but you can
measure its impact by:
-Looking at links (how much traffic)
-Mentions (how much exposure)
-Conversions (response/sentiments)

3. There are 2 common measurement extremes:
Analysis Paralysis and Data Crush Overload.
To avoid these, the metrics should generally
be placed into 4 Key areas: Exposure,
Influence, Engagement and Action.
 Does what we do impact what they do?
 Does what we do impact what others do?
 Does what anyone does make us money?

4.  Conversions: Are they interested, why are you
losing them, are they buying?
 Increase Presence: Search Engine and SM
presence
 Building Brand: Sentiments, Reach and
Mention frequency

5. Conversation Rate [No. of comments per post]
-Determine conversational response: are they
replying
-Conversation resonance: which topics trigger
conversation?
-Conversation Direction: What should you talk
about moving forward?

6. Amplification Rate:
-Helps you to reach beyond your audience
-Proves your audience vouches
Applause Rate:
-Help to show what your audience likes
-Create social signals (that help in SE ranking)

7. Economic Value:
-Pure sales value: What is the bottom sales
line?
-Eyeball Value: cost of exposure Vs other
mediums
-Reduced Operating costs: call centre,
customer service

8.  High views, low engagement: poorly targeted
content, broken links or landing pages, low
quality content, poorly targeted ad budget.
 High engagement, low views: poor exposure, lack
of targeted ad budget, niche offering or market.
 High engagement, high views, low conversions:
usability issue, poor conversion optimization,
poorly matched content, bad price point.

9.  Social Media monitoring tools are literally
search engines…

10.  So, for refined search results, choose a few of
the most specific or relevant keywords or
phrases to describe your topic.
 One common type of advanced search is
called a Boolean search. With Boolean
searches, you can increase the accuracy of
your searches by specifying the relationships
among keywords and phrases. The most
commonly used Boolean operators include
AND, OR, and NOT.

12.  https://support.google.com/websearch/answ
er/136861?hl=en