1. A Brief Final Word on
Social Media Monitoring
and Performance Measurement
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2. Monitor and Measure
• To ensure that your SM strategy delivers a return on
investment, it is important to monitor and evaluate on-
going performance benchmarked against agreed
objectives, KPIs and targets
• Performance evaluation should be undertaken at three
main levels…
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3. Monitor and Measure
• Individual Channel Performance
– the effectiveness/success of each channel benchmarked
against agreed targets for the ‘4Is’ i.e. Involvement,
Interaction, Intimacy and Influence
– most channels provide easy to access statistics for
measuring each ‘I’ to a very high degree of accuracy
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4. Facebook Insights
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5. Facebook Insights
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6. Monitor and Measure
• Wider Social Media Performance
– monthly or quarterly reporting of the overall ‘buzz’ created
by your SM activities using appropriate Social Media
Monitoring tools
– this will show the impact of your SM activities on others
and other channels
– it measures the volume of mentions, trends over time,
which channels are driving your buzz, who is taking your
message further, through which channels, and what
affection or affinity they are showing, and so on
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7. Merchant City, Glasgow
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8. Monitor and Measure
• Underlying Business Performance
– the performance of each social media channel and the
overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures
– in a social media era, they are the main ‘drivers’ of future
business performance
– the final level of performance monitoring, therefore, is
linking your social media activity to overall business goals
and objectives e.g. enquiries, sales or customer loyalty. Is
social media achieving your ultimate business objectives
i.e. ‘lag’ measures?
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9. Performance Measurement
 Involvement – network/community numbers/quality,
time spent, frequency, geography
 Interaction – actions they take – read, post, comment,
reviews, recommendations
 Intimacy – affection or aversion to the brand ; community
sentiments, opinions expressed etc
 Influence – advocacy, viral forwards, referrals and
recommendations, social bookmarking
 Insight – customer insight
 Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
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10. The ‘6Is’
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11. Organisation, Resource,
People Issues
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12. Programme Feedback
Follow Up, Informal Session?
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