Social Audience Panel Digiday Social

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There are two core metrics that influence engagement in social media: reach and return on investment. Effective social media measurement requires tying metrics to business goals and understanding how social behavior is non-linear. A five step process for success includes setting objectives, determining key stakeholders, selecting appropriate metrics, benchmarking over time, and iterating based on results. It is important to understand audience behavior rather than forcing your own agenda and to track meaningful data across the customer lifecycle.

Technology Business

Social Audience Measurement & Metrics Michael Burke, Founder and President, appssavvy Dr. Augustine Fou, Digital Strategy Lead, Marketing Science Consulting Group Jon Gibs, VP of Insights, Nielsen Online T.S. Kelly, VP Media Research, Quantcast Stephanie Miller, VP, Return Path - Moderator

1. There are no traditional ways to measure social media.

2. Social initiatives have impact beyond the absolute reach of the program.

3. Every dollar spent in social media must have a return.

Social Media Measurement - Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Questions: Email Stephanie.Miller@returnpath.net

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