What is the glue that binds them together? Communities involving people Relaciomentos The more interaction between people of the greater potential to spread a message Contentproduction Quality and quantity of content impact the speed with which it spreads and creates communities around the authors.
Types of metrics Visibility Measures that serve as basis for comparison with other traditional media Influence Measures that show the potential spread of information in the social environment and reputation of the author of the message Engagement Measures that quantify the participation in social media, in activities that usually has no parallel in traditional media
Visibility Hits / Views - Views, number of times a page, video, photo, slide or other multimedia material is displayed. Unique Visitors - Unique visitors, number of different people who have accessed the material. Posts / Threads - Number of texts or topics in a community. Number of Groups - How many groups, forums or lists on the subject that exist in the network. Visiting Time - Time spent by visitors on the site or the page to video sites is important to use systems that measure up to that part of the video was watched.
Other traditional measures New visitors - Visitors who have emerged in the new period of action, important to compare with new visitors from the previous period. Returning Visitors - Visitors who have returned. Interesting to measure the period following the action to evaluate the retention of the base impacted. Traffic Sources - Source of Traffic, can be paid direct reference (other sites) or search. Conversions - Number of visitors who purchased or signed up, usually it is used in campaigns CPA / PPA (Cost Per Action / Pay Per Action)
Evaluation of visitors Geographic - Visitors are in the country, state and city of interest to the customer? Language - The browser users are configured according to the language of the campaign? Bounce Rate - Percentage of visitors who access a page and just leave the site. Settings - should be evaluated in the channels to be used in the campaign to guide the development of parts through the analytics is possible to discover browser, operating system, color, resolution, version of Flash, Java support and connection speed.
influence Ratings / Rankings - Assessment that channel or content. It is important to take into account the method of evaluation. Referrals - Referrals, number of links pointing to that channel or content. It is important to check the relevance of who is pointing. Members - Number of participants (friends, followers, subscribers) or a community channel. Connections - Number of friends / followers. Members is used to define the size of the community and the connections between the members to measure the potential of spreading the message.
Engagement Comments and Trackbacks - Answers to the subject community. By on the same channel (feedback and comments) or the channel community member (trackback). Profiles filled - The higher the% fill most of the profiles is their engagement with the community. Active members - Number of persons actually participating in a community. Check prominent members. Medium - Reviews by calculations as Post followers per Participant, per blog feed subscribers in Profile and Friends show the quality of engagement with the sample. Mentions by period - Measure amount of entries and material produced per day, week, month and year, shows the speed of propagation of the message. Frequency of publication - The contribution of participants in their networks is a daily, weekly or monthly? This helps to define the strategy to be used. Favorites - Number of times the subject was stored in social bookmarking tools.
Emerging metrics Retweets– Quantidade de vezes que uma mensagem foi retransmitida em uma rede de microblogs. Likes– Quantidade de vezes que o assunto foi marcado como “gostei” no Facebook, Friendfeed ou plaxo.