SO, WHERE DO WE START?
If a company could reach 16% of it’s total following on a
social account with a single post/update. Assuming a 1%
click-through rate on the post and a 2% conversion rate
from visits to lead, the brand would need 1,250,000
followers to generate 250 leads.
- Nichole Kelly, Social Media Explorer
That’s indeed academic! In reality, measuring social
media RoI is not that straightforward a deal.
SET YOUR MEASUREMENT OBJECTIVES
Identify outcomes: Identify a limited but substantive
set of business outcomes which can be created or
accelerated due to the social initiative.
Identify current measurement parameters: SLAs,
problem resolution, modified features, customer
Identify stakeholders: isolate sources of most reliable
input and feedback.
Identify conversation priorities: to grade
Identify impact: potential impact of social conversations
on the functional organisation
Identify change: brought about by your social media
presence on internal and external on key stakeholders
Identify tangible and intangible goals
WHAT TO MEASURE? GET SMART.
Specific. Be specific in target results. Such as use
numbers and verbs — change, improve, complete,
perform, etc. — when setting goals.
Measurable. Have a way to measure progress.
Actionable. Goals should be achievable by those
assigned to work on them.
Realistic. Consider available resources and skills
to make sure goals are not impossible to achieve.
Timed. Set a deadline or timetable by which goals
should be achieved.
MEASURING - EXTERNAL
Derive metrics primed for social media
The approach should be based on
Engagement (quality and quantity)
Content demand generated
Web traffic generated (click throughs)
Call to action answered
Negative/avoidable conversations prevented
Positive/desirable conversations generated
MEASURING – INTERNAL
Response times to a conversation/request
Quality of response – measured in degree of
satisfaction of the social constituent
Time taken to incorporate feedback
How employees are engaging with your brand on
GET IT RIGHT THIS TIME!
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Information is provided for academic purposes only
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