The document discusses the importance of measuring social media efforts to improve communication, identify audiences, and monitor progress. It outlines common goals, objectives based on SMART criteria, and key performance indicators (KPIs) such as reach, engagement, and sentiment to evaluate effectiveness. Additionally, it highlights the need for specific metrics tailored to different platforms to accurately assess social media impact.

1. MEASURING SOCIAL MEDIA
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2. 2 Why Measure?
Measuring helps you adjust your
social media efforts to :
• achieve more efficient
communication
• identify your audience
• monitor the progress and adjust
the strategy if needed
• know when, how, and how often
to engage with the audience.
Viral Cast, 2012
Title page photo credit: Simon A. Eugster
@SomaziWW

3. 3 Goals and Objectives
SMART Objectives
Measuring KPIs depends on what a
user want to accomplish. Common
goals are: Results
- Building brand awareness Tangible: money,
time, conversions
- Increasing sales
- Increase traffic to you website
- Becoming a resource/authority Tactical
- Reputation management Specific to a
1. How many? channel, platform or 5. Reflect
tool
Goals should then be supported by
*SMART objectives - examples:
Capacity
• “Increase traffic from social
media channels to your website People, content,
by 20% within six months”. learning, work flow
• “Build brand awareness by 2. By when? 4. Measure with metrics
increasing conversations around
your products or services by
30% in a year.” 3. Benchmark
*SMART = Specific, Measurable, Attainable, Realistic and Time-sensitive
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4. 4 What are Social Media Key Performance
Indicators?
• Key Performance Indicators (KPIs) are
the aspects of your social media activity
you choose to measure the progress in
Define
achieving objectives.
• Common KPIs include:
• Reach – the size of the direct network
exposed to your posts – usually a
number of friends or followers.
Analyse
• Engagement – measuring interactions Review Key
such as likes, retweets, and +1s. Performance
Knowing which posts generate
response will help you target content Indicators
to your audience.
• Sentiment – a ratio between positive,
neutral, negative conversations. There
is no one accepted formula for
calculating sentiment, one can use Implement Solve
tools such as Social Mention or the
expertise of your analyst team.
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5. 5 Metrics
Metrics are the primary elements of a strategy.
Sometimes measuring a KPI will require using different metrics for different channels. For instance – to
measure reach on Twitter, one will use the number of followers, to measure the same on Facebook – the
number of friends.
The table below is an example of the metrics for specific KPI, for two different platforms: Facebook and
Twitter.
KEY PERFORMANCE INDICATORS
Brand Awareness Brand Engagement Voice Strength Conversion rate
Awareness/Competitors’
awareness
Number of Number of retweets Visits to the website
Twitter
followers and replies from Twitter
Engagement/Competitors’
engagement
Awareness/Competitors’
awareness
Number of
Visits to the website
Facebook Number of likes comments, shares
Engagement/Competitors’ from Facebook
and likes of posts.
engagement
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6. 6 Measuring Influence
Influence is a metric which
focuses on measuring the
ability to impact others
online. The tools on the
right aim to measure
influence based on ability
to drive action on social
networks.
Frogloop -nonprofits’ marketing blog, 2012
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7. 7 Free Tools
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8. 8 THE SOMAZI EFFECT
Authors
This presentation is a part of the SoMazi Social Ewa
Media Resources series. For more presentations, @Ewajoan
reports and learning materials, go to
http://www.somazi.com/resources/ .
SoMazi has offices in London, New York, Bergamo
and Geneva. We’d love to hear from you. Marlies
@MsSpijker
E-mail: contactus@somazi.com
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Clementina
@CGZatSomazi