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I am going to define a way for you to think about measuring social media, and you can't actually easily measure what I am going to recommend.
I want to propose a framework you can use to measure success using metrics that matter for one simple reason: They actually measure if you are participating in the channel in an optimal fashion.
I'm proposing four distinct social media metrics we should measure, (and this is so cool) independent of the social channel you participate in. When I say most brands do TV on social media what I mean is that we do the same uninformed shouting and pimping on social media that we do on TV.
We know little about who is on the other end of the TV set and the medium places limits to what we can do. Remember we do not measure to manipulate the metrics, we measure to know if we are adding business value. As you post and tweet and you rock and you roll… measure what pieces of content (type) cause amplification (allow your social contributions to spread to your 2nd, or even 3rd, level network). If you +1 this blog post, you'll not help me understand its relative quality, but when someone in our extended social graph does a search on Google for Social Media Metrics your endorsement of this content will show up in the search results. I can focus on the Per Visit Goal Value (economic value delivered by visitors from social media channels across my macro and micro conversions – note the 0% in the macro conversions column, ouch!) for each channel. You do Economic Value and you will never, ever have to beg for investment in Social Media, and your career will get on the fast track.
If you are a tool vendor… I would love for you to adopt the aforementioned metrics, and definitions, into your tool. If you are engaging in brand advertising on social media channels then the metrics you should solve for should be the first three. If you are engaging in direct response advertising on social media channels then the fourth metric, Economic Value delivered, comes into play from a strategic perspective. Social media presents and incredible opportunity to rethink what it means to connect with and influence customers.
In presenting new metrics for you to measure, what I'm really trying to do is provide a very small assistance in helping you think differently.
Erik Ohlen was inspired by this blog post to create a very simple, and effective, dashboard where you can track the four recommended social media metrics. As I had stressed above, currently if you want to report these metrics exactly as defined above and from ALL the social channels mentioned then you have to do so manually. Play with it, and get just the data you need to make smarter decisions when it comes to social media. Please share your feedback, critique, suggestions, and cool tools to measure these four metrics, via comments.
Wonderful people in the ecosystem such as yourself I know are working very very hard to tie all other bits of Social Media value into a quantified number. Tim mentioned the value of non-trackable social media influence such as in-store conversion.
And I'm glad you've come up with solid ways to measure the results of social media marketing!
That being said, and far be it for me to pick a fight with The Master, I'm not so sure I agree with the Applause metric. Social media has a kind of intimacy that is not really intimate, allowing people to offer apparent personal access while keeping the audience at arm's length.
Even if you have 20 people liking your Facebook existence, figure out how to solve for these metrics.

We've created a tool called Measured Voice that tracks FB likes and comments, Twitter retweets, and bitly link clicks on social media messages.
I wonder if there's not some more work to be done on simplifying or differentiating the first 3 metrics. I think there's value in all 3 independently, but we should see that each metric would plot roughly the same on a graph for a given message, just with different axis values. The 3 independent metrics should probably remain separate as you start to analyze a single message impact across different networks.
To be an effective Social Media Manager for a micro, small and large business you may be asked to produce regular reports to justify the investment in Social Media. TweetAs a Social Media Manager for a micro, small and large business, you may be asked to produce regular reports to justify the investment in Social Media.
Making sure that you have a clear base line produced by your in depth 360 survey including: screenshots showing engagement on social media platforms, analytics from the website, and level of sales when you start, restart or take over a social media program.
As a social media manager, you are responsible for creating regular reports that demonstrate how you are implementing your social media plan. There are numerous ways to track the growth of your social presence, and many social networking sites actually have their own reporting that you can customize to look at certain KPIs more closely. Today, there are countless tools available on the web to help you make sense of your social data. Below are some examples of different ways in which social media managers have organized their information into reports. In the end, responsible social media management reporting begins and ends with organization – from assessing which social media sites to build a presence on, to researching, establishing and tracking KPIs, to formulating highly organized, structured data to present to clients in a way that will reveal online social trends, success, and places for continued improvement. Registration for the next session of the Social Media Management Certificate program is open.
Please contact NCSU through this link to register for the next session of the Certificate of Social Media Management Program. In order for us to “see” the bigger picture, we need to find a way for social media, communications and fundraising to work together.
Social media data can tell us a tremendous amount about our supporters– what interests and engages them and what they need from us. The challenge collecting more data presents, of course, is that we might end up with multiple, independent databases (clients, emails, donors and social media interactions), aka data silos. The Weekly TV Social Media Metrics report combines Rentrak‘s leading TV Essentials system with Trendrr’s second-screen analytics to show how television programming triggers reactions through social media and TV-centric applications, which can affect audience visibility and engagement. You get a much deeper understanding of what your audience likes so much that it will +1 your content (or contribution) and allow for that to be then shown to others in their social graph. Your selfless social media contribution comes back to assist you in driving valuable business outcomes.
But now there is a very good, still in alpha, tool that allows you to measure the metrics recommended in this post. It highlights the need to have clear business objectives and a logical framework of how the activity in the specific social media channel will roll up to something that matters to the business.
My good friend Joost de valk had created plugin for WordPress that measures those metrics (based on post I had written – talk about circular references!). We can have that discussion some other time :) None the less I think it is very important the true context of that metric be understood.
Mostly because I believe that social media is unique in that it allows businesses and brands to influence across the entire funnel (highlight, persuade, acquire, retain).

I deeply believe that any person (or brand) has an opportunity to create a hyper relevant network on social media and succeed with it. Which in turn should help you communicate how Social impacts future behavior (especially if it leads to a Macro or Micro Conversion). Social media being the unique beast that it is, a +1 (applause) would also seem to fall into the conversation (react) and amplification categories. From Facebook posts and tweets, to actions taken and donations sourced, there are seemingly endless metrics that can be tracked in social media. Just as you’d collect business cards at an event, ask supporters if you can use social media as a contact point. Although there are various applications and tools out there that can automatically generate reports of varying levels for social media metrics and activities, I recommend creating a simple and intuitive report with only the metrics that matter to you. However, this is hard to do if we don’t have a social media database that we can integrate with our existing fundraising and communications databases. It’s true that there are a lot of different things that can be measured in the world of social media, but the key is to pick a couple of metrics that really relate to your goals. If that is your primary objective you are going to suck at it (and the above metrics will reflect very efficiently how much you suck).
My hope is that vendors will stop creating tools in silos (just do Twitter or Facebook or Google Plus or YouTube or…) and start to think of real world needs of Brands and Businesses and pull together metrics we need into one place (from all social channels). Rather, the conversation in social media influenced an in-store purchase or influenced a subsequent visit to the site that wasn't initiated by a social media clickthrough. If we do it correctly, we can justify the value of social media investment most of the case even not touching intangibles. It does boggle my mind how many people, even the media, still report hits as being a reliable metric. What ends up happening is that your social media activities occur largely outside your organization’s broader communications and fundraising strategies. What it all boils down to is that our nonprofits need to start tracking social media interactions. Rather than choosing to measure everything under the sun, you should be able to find a few metrics that are easily measurable and relate closely to your objectives.
You start by regularly collecting, tracking and analyzing social media data about your supporters. If you don't fall into those two categories then this social media measurement framework might not apply to you. Four simple measures that get you to focus on the right thing from a social media participation perspective, help you understand how well you are doing at it, and quantify the business impact. The infographic on this post highlights 10 reasons why your nonprofit should have a mobile website.Aligning Social Media with Organizational GoalsHaving a social media program without attaching it to some sort of goal creates unnecessary work for your staff. Help them spread the word about your cause and engage their friends on your behalf.10 Essential Social Media SlideShare Presentations for NonprofitsPeople, through social media, are re-defining the way organizations interact with their supporters. Learn how you can align your social media activities with broader organizational objectives.

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Comments to «Social media reporting metrics»

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