Measuring Social Media

Now that we have found our audience and established a strategy for how we will interact with them, we need to measure our success. In other words, what’s our Return On Investment (ROI). Performance measuring profits in relation to capital invested.

Unlike other departments in marketing like SEO or PPC where there is a clear, concise measurement for success, measuring social media often tends to be more difficult to define.

Let’s consult Liana Evans’s book, Social Media Marketing: Strategies for Engaging in Facebook, Twitter and Other Social Media.

ROI

ROI:

Social media is hard to measure because there is no direct action that leads to a sale or conversation. Social media encourages members to share, and it is hard for companies to measure when their customers aren’t on their Web site, but are having a conversation somewhere else.

Evans makes a valid point, “because consumers can comment on your products and services, ask questions, post reviews, and shut you out altogether if they so choose, companies attempting to market in social media circles need to learn how to best measure successes and failures – as well as manage their resources and strategies – that happen on sites they don’t own or control.”

Measuring your ROI needs to be taken into account before you begin imlementing your strategy, not during or after. And as we learned that there are different types of social media, there are also different measures of success.

Note – All measurements were taken from Evan’s Social Media Marketing book.

  • Social News Sites
  1. Number of both positive and negative votes for media submitted
  2. Number of comments on media submitted
  3. Positive and negative sentiment
  4. How quickly media was voted to the popular page of the social news sites
  5. Traffic brought in from the media being submitted to the social news site
  6. Time visitors stay on your site
  7. Number of pages visited from initial referral from social news site
  8. Number of links acquired since submitting the media to targeted social news sites
  9. How many social news sites the media has been submitted to beyond the original targets
  • Social Networking
  1. Number of friends or fans acquired
  2. Number of comments made on updates
  3. Number of photos or videos added by fans or group members
  4. Number of photos or videos you’ve been tagged in
  5. Number of discussions started on your fan or group page
  6. Number of responses to questions or topics posed
  7. Traffic from social networking sites
  8. Time visitors stay on your site
  9. Number of pages visited from initial referral from social networking site
  10. Number of downloads or installs of your social networking application
  • Social Bookmarking
  1. Number of bookmarks for media submitted
  2. Number of tags on media submitted
  3. Number of unique tags
  4. Number of times a particular tag has been used
  5. How quickly media was voted to the popular page of the social bookmarking sites
  6. Traffic brought in from the media being submitted to the social bookmarking site
  7. Time visitors stay on your site
  8. Number of pages visited from initial referral from social bookmarking site
  9. Number of links acquired since submitting the media to targeted social bookmarking sites
  10. How many social bookmarking sites the media has been submitted to beyond the original targets
  • Social Sharing
  1. Number of times a photo or video is viewed
  2. Number of times a photo or video is commented on
  3. Positive and negative sentiment
  4. How highly a photo or video is rated
  5. Number of links or embeds of a video or photo
  6. Number of times a photo or video is a favorite
  7. Number of friends or subscribers acquired
  8. Number of times a photo or video is added to groups
  9. Number of times a photo or video is submitted to other social media sites (social news, social bookmarking, social networking)
  • Social Events
  1. Number of views of the event
  2. Number of RSVPs
  3. Number of people who can come, tentatively can come, and cannot come
  4. Number who actually showed up to the event
  5. Number of RSVPs who showed
  6. Number of additional guests (if allowed)
  7. Number of attendees who showed who saw the event on an event-sharing site but didn’t RSVP
  8. Traffic to a special landing page or Web site
  9. Number of photos or videos that community members added to the event
  10. Number of comments on the event
  11. Positive and negative sentiment
  12. Number of tags the for event that community members added
  13. Number of links to the event listing on an event-sharing site
  14. Number of times the event is listed on other event-sharing sites beyond the targeted sites
  • Blogs
  1. Number of subscribers
  2. Ratio of comments to posts
  3. Positive and negative sentiment
  4. Number of times posts are submitted to social news, social bookmarking, social networking, and microblogging sites
  5. Number of links to posts
  • Microblogging
  1. Number of followers acquired
  2. Real followers who hold conversations (not spammers)
  3. Number of replies you get to your tweets or plurks
  4. Number of retweets your tweets receive
  5. If you start a conversation around a hashtag how much conversation happens
  6. Positive and negative conversation
  • Wikis
  1. Mentions to wiki pages
  2. Links to the Web site from wiki pages
  3. Traffic from wiki pages
  4. Number of bookmarks to wiki pages mentioning your company
  5. Conversations about you in the “talk” section of wiki pages
  6. Positive and negative sentiment
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One response to “Measuring Social Media

  1. Pingback: Optimizing Niche Social Networking Sites | myseoadventure·

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