2. What is it?
Measure human nature and communication behavior
Every online click leaves a digital trail
Aim to raise revenue, lower costs, and increase satisfaction
among customers
3. Social Media Measures
Popularity
Mainstream media mentions
Fans, followers, friends
Likes or favorites
Number of interactions
4. See, Say, Feel, Do
“Without knowing what you are trying to accomplish, it’s
impossible to measure your success.”
Quantitative as well as quantitative
Campaigns connected to websites which also offer
opportunities to measure activity.
Even if ROI can’t be shown, companies raise awareness
through maintaining social media presence.
5. Other Social Network Measurement
Social media marketing involves a lot of variables and media
channels and opportunities.
Audience size, connectedness, deliverables.
Allow us to develop online relations, explore interaction with
new people, create identities and grow communities of interest.
6. Top 5 Social Media Metrics
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Social media offers a unique opportunity to measure human nature and communication behavior. With every online click, we leave a digital trail that tracks what were looking at and what we interact with. About 150 million Snapchat users are active every day which equates to about 30% of millennial Internet users in the U.S. At the same time more that 1 billion people are active on Facebook. This traffic forces businesses to focus more on the social media aspect of advertising and marketing. It is also important to find the differences between the different social media outlets. Different groups of people may use different social media sites. For instance, Facebook is more family oriented and say Twitter and Instagram are more aimed towards college students or celebrities. It is crucial for businesses to find these trends since this affects revenue, costs, and overall satisfaction of the customers.
Some types of measurements include popularity, mentions, fans/followers/friends, likes/favorites, and number of interactions. All of these different measurements aid businesses in calculating return on investment and where they should be aiming their advertising. The marketing process involves ongoing engagement with the customers from the businesses. It is important that these businesses continuously check on the engagement by the customers to determine the areas that are most popular and what advertisements are working and which aren’t.
The main obstacle to determining return on investment comes from a failure to define the return on the front end. What is the return that companies are trying to create. Without knowing what you are trying to accomplish, it’s impossible to measure your success. Social media is frequently related to “see” functions. Some “see” metrics include facebook page like totals, twitter follow totals, website traffic, email sign-ups, advertising impressions, earned media impressions. “Say” measures include content likes, shares, retweets, and email forwards. They are all data that can be measured. Totaling the likes of posts provides a quantitative measure for the “feel”. “Do” metrics allow us to track behavioral outcomes, such as making a product purchase. This allows social media campaigns that are connected to organization or company websites, to also offer opportunities to measure activity. Even if direct return on investment cannot be shown, nearly every personal brand, organization or company benefits from raising awareness through maintaining a strong and consistent presence with social media.
Social media marketing involves a lot of variables and media channels and opportunities. Social media can be a powerful force to reach large audiences with important messages. Audience size and connectedness matter in online word of mouth campaigns as well as general conversation. Social media measurement returns us to central issues of computer-mediated communication (CMC). These spaces allow us to develop online relations, explore interactions with new people, create identities and grow communities of interest. These measurements offer deliverables to clients and social media metrics and analytics have become key to how businesses operate. These will push marketers to develop more complex social media measurement tools and techniques.
