This document discusses strategies for measuring social media metrics. It recommends defining goals and key performance indicators upfront that are relevant to business objectives. Examples of metrics include the number of social media followers, positive or negative sentiment, engagement through likes/comments, and how metrics translate to financial or brand impacts like sales leads or cost reductions. Both quantitative metrics like activity and reach, as well influence and qualitative measures of engagement and customer sentiment should be tracked. Setting specific, measurable campaign goals and defining success metrics is important for evaluating performance.

1. SOCIAL MEDIA METRICS
Part 1 - Measurement Strategy

2. BEFORE WE PROCEED
“I hate to break it to
you but ‘social media
isn’t measurable’ is
an excuse”

3. ARE YOU READY TO
DISCOVER?
The direct unfiltered brutally
honest nature of much
online discussion is black
gold...texas tea to companies
that want to spot trends or
find out what customers
really think
The Economist, March 11, 2006

4. WHY MEASURE THIS
SOCIAL MEDIA THING?

5. WHY MEASURE?
• Consumers are not listening
• Consumers are creating
• Consumers are selecting
• Consumers want YOU to pay attention

6. TANGIBLE BENEFITS
Reassure consumers that they are being heard
Identify your real influencers Aid product development
Reach your target market quicker Gather brand perceptions
Improve customer service and crisis management

7. SO HOW DO YOU
MEASURE THIS SOCIAL
MEDIA THING?

8. STEP 1: CAN’T HAVE
STRATEGY WITHOUT GOALS
• Define your goals
• eg: How many people share my website or what impact has a
particular campaign had or is this trend about my brand true?
• Base campaign goals on relevant metrics
that translate into a business context
• Quantitative: Sales, new leads, new subscribers
• Qualitative: Satisfaction, loyalty, feedback , interaction, sphere of
influence
• Social
media fragmentation does not
make this easy

9. SUCCESS
• IS NOT just Attention -
“Increase in number of
followers”
• IS MORE than just boosting
sales
• IS defining and tracking your
success metric based on your
campaign GOAL
• Success = Meeting goals !

10. STEP 2: DEFINE YOUR
SUCCESS METRIC
# of people who filled in “more info” form
# of people who tweeted something about us
Increase in page rank
Overall brand sentiment
# of unique visitors # of repeat visitors
Rate of growth of network/influence
# of comments and comment frequency
# of influential blog links
# of new sales leads
# of people who used a specific promotional coupon
# of views Cost reduction of support team
Amount of user feedback actually implemented
# of times a day/week we post comments

11. WHAT IS IT
WE ARE
MEASURING
AGAIN?

12. CORE METRICS
• Measure Exposure
• Network size - Number of Facebook
fans, twitter followers, youtube video
views, who re-tweeted, how many blog
post views etc.
• Measure Influence
• Soft Metrics - positive and negative brand
sentiments, kind of people engaging with
the brand - key influencers to the average
joe
• Measure Engagement
• Twitter and Facebook(wall) link click
throughs and comments, replies, private
messages, youtube video comments, blog
comments and referrals etc.

13. THE ‘WHOLE BRAIN’ METRICS
Left Brain Metrics Right Brain Metrics
Quantitative Qualitative
Activity Number of posts
Comments
Your initiations Update frequency
Number of followers/fans Customer sentiment
Interactivity Number of comments Learning
Audience responses Number of views Overall Buzz
Amount of user content
Number of leads
Returns Sales Success stories
Financial and brand impact Costs of customer service Learning
Promotion conversion
Source: http://brainzooming.com/?p=3018

14. EXAMPLE
Campaign Objective Goal Success Metric
Number of positive comments per hour/per
e.g. X amount positive conversation about day
Build brand loyalty and trust your product/company per week Amount of comments each conversation
generates
Amount of suggestions that were purely
Increase customer e.g. Amount of customer comments/
feedback received and amount actually
customer generated and you hadn’t
thought of
satisfaction acted upon
Percentage of these implemented
Increase in sales and store traffic before and
E.g. X amount increase in sales by XYZ date
after promotion
Increase store sales Number of people who heard about
X% increase in footfalls
promotion through social media sources
X page rank by XYZ date Number of influential blogs linking to you
Increase online authority X% organic traffic per month Number of repeat visitors
$X from referrals Page rank relative to competitors

15. THANK YOU
By Zarik (@Z_h_N)
#SchulichSMM