4 Ways to Measure Social Media and Its Impact on Your Brand

social media how toDo you know how social media is helping your business? Want to find out how Twitter, Facebook and other sites are impacting your brand awareness?

The good news is social media has finally made it to the grand stage of “accountability.” A place where there are lots of people who want to measure it. The bad news is there isn’t a single clear-cut answer.

However, with a few simple steps, you can build a measurement strategy that accomplishes your goals.

Defining Terms

To start, let’s agree that brand awareness is a measure of how recognizable your brand is to your target audience. For those looking to get ahead of the curve on social media measurement, the first step is to align your social media metrics with metrics your company is already comfortable with.

Also, let’s agree that the measurements for social media aren’t all that different from how you’ve been measuring traditional media. To put brand awareness measurement into the context of the sales funnel, the key areas to evaluate fall into three categories:  social media exposure, influence and engagement.

With that understanding, let’s look at how you can level the playing field between your traditional media metrics and your social media metrics.

#1:  Measuring Social Media Exposure

How many people could you have reached with your message?

In social media, this measurement is about as reliable as a print magazine’s circulation, but knowing your potential audience does have value because it represents your potential sales lead pool.

Unfortunately, as of the writing of this post, some of these metrics have to be accounted for manually, so you’ll have to balance the level of effort to track the metrics versus the value you’ll receive from them to determine their importance to your overall strategy.

A good example of where there can be unreliability in social measurement is when isolating unique users for each of your metrics. You want to avoid counting the same person twice in the list below, but realistically it’s difficult to do.

These measurements highlight the number of people you’ve attracted to your brand through social media. To mitigate the potential for duplication of users, track growth rate as a percentage of the aggregate totals. This is where you will find the real diamonds.

  • Twitter: Look at your number of followers and the number of followers for those who retweeted your message to determine the monthly potential reach. You should track these separately and then compare the month-over-month growth rate of each of these metrics so you can determine where you’re seeing the most growth. A great free tool to use for Twitter measurement is TweetReach.
  • Facebook: Track the total number of fans for your brand page. In addition, review the number of friends from those who became fans during a specified period of time or during a promotion and those who commented on or liked your posts to identify the potential monthly Facebook reach.  Facebook Insights provides value here.
  • YouTube: Measure the number of views for videos tied to a promotion or specific period of time, such as monthly, and the total number of subscribers.
  • Blog: Measure the number of visitors who viewed the posts tied to the promotion or a specific period of time.
  • Email: Take a look at how many people are on the distribution list and how many actually received the email.

Exposure is the top of the brand awareness funnel and represents your potential sales lead pool.

#2:  Measuring Engagement

How many people actually did something with your message?

This is one of the most important measurements because it shows how many people actually cared enough about what you had to say to result in some kind of action.

Fortunately engagement is fairly easy to measure with simple tools such as Radian 6, Biz360 and TweetEffect. These metrics highlight who you want to target to retain on social media channels.

For a starting list of key performance indicators for engagement, this post by Chris Lake is a great start.

  • Twitter: Quantify the number of times your links were clicked, your message was retweeted, and your hashtag was used and then look at how many people were responsible for the activity. You can also track @replies and direct messages if you can link them to campaign activity.
  • Facebook: Determine the number of times your links were clicked and your messages were liked or commented on. Then break this down by how many people created this activity. You can also track wall posts and private messages if you can link them to activity that is directly tied to a specific social media campaign.
  • YouTube: Assess the number of comments on your video, the number of times it was rated, the number of times it was shared and the number of new subscribers.
  • Blog: Evaluate the number of comments, the number of subscribers generated and finally the number of times the posts were shared and “where” they were shared (i.e., Facebook, Twitter, email, etc.). Measure how many third-party blogs you commented on and the resulting referral traffic to your site.
  • Email: Calculate how many people opened, clicked and shared your email. Include where the items were shared, similar to the point above. Also, keep track of the number of new subscriptions generated.

#3: Measuring Influence

This category gets into a bit of a soft space for measurement. Influence is a subjective metric that relies on your company’s perspective for definition. Basically, you want to look at whether the engagement metrics listed above are positive, neutral or negative in sentiment. In other words, did your campaign influence positive vibes toward the brand or did it create bad mojo?

You can also use automated tools like Twitalyzer, Social Mention, Radian 6 or ScoutLabs to make it a little easier, but ALWAYS do a manual check to validate any sentiment results. Influence is generally displayed as a percentage of positive, neutral and negative sentiment, which is then applied in relation to the engagement metrics and to the metrics for reach where applicable.

A great application for influence is to look at the influence by those who engaged with your brand in the above categories. Do you have a nice mix of big players with large audiences engaging with your brand, as well as the average Joe with a modest following?

If not, your influence pendulum may be about to tip over, because it’s important that you spend time engaging with both influential users and your average user. Note: many of the automated tools that track sentiment and influence are not free. And many times, you will need a combination of tools to measure all of the different social media channels.

#4:  The Lead Generation Funnel

After you’ve measured through the influence portion of the funnel, you’re now creeping into where too many companies are starting their measurement efforts: the lead generation funnel. This is where the brand awareness portion of the funnel ends and the traditional ROI-driven action begins.

Exposure, influence and engagement represent brand awareness in the measurement funnel.

Understanding your reach, engagement and influence through these primary social channels will allow you to define your presence and impact, which can then be applied as a model to other social networks.

Now that you’ve tracked all of this information, how do you make it meaningful? Excel is a great tool to help organize your data. Build yourself a standard dashboard in Excel that highlights the key metrics that matter to the organization. Create a tab for a high-level overview of multiple campaigns, and a tab for each campaign for the time period you’re reporting on. Ultimately, you should put the information into the same format that you’ve used to report on traditional brand awareness campaigns, with social media as just another vehicle in the overall marketing mix.

If you’re looking for tools to use for tracking, this post by Mani Karthik at Daily Bloggr gives a nice view of options.

To really understand the importance of measurement, here’s a great post on social media measurement from Social Media Examiner: Is Social Media Marketing Measurable? The Big Debate.

What about you? Are you measuring?  How are you measuring?  What metrics would you add? Leave a comment below and let’s talk.

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About the Author, Nichole Kelly

Nichole Kelly is the president of SME Digital, the digital marketing division of Social Media Explorer. They provide digital marketing strategy, implementation and measurement using the Full Frontal ROI methodology. Other posts by »




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  • http://dinodogan.com/ Dino Dogan

    Half the money I spend on advertising is wasted; the trouble is I don’t know which half. ~John Wanamaker

    Given Social Media’s dependency on technology things are becoming easier to track than ever; tho I still think this is in its infancy. The tools you mentioned are a great asset in anyone’s bag of tricks…thank you.

  • http://flavors.me/40deuce 40deuce

    Great post with some great ideas on where people should be starting to measure their social media efforts.
    To me, the most important part comes before you start (before your numbers kicked in). Defining what exactly you want to measure is most important and most people just think about how far their links spread. While this is important, it’s not everything, and people need to remember that every organization will have their own goals that they have to set out and define before they jump into measuring their social media media campaigns.

    - Sheldon, community manager for Sysomos

  • http://www.garrettira.com/ Garrett Ira

    Great post, Nichole. I’m actually working on a related post for today.

    I especially appreciate #4. If we don’t first look at our influence metrics (mentions, sentiment, clicks, likes, comments, traffic, growth, etc.), we won’t be able to understand the relationship between those metrics and ROI. They do need to be completely separate, but plotted on a timeline to understand the correlation. Keep up the good work!

  • http://daviddoolin.com/ Dave Doolin

    Just started down this road a couple of weeks ago, don’t yet have any data. So this article is really timely for me.

  • Jessica

    Great post!!!! I am trying to come up with some tracking metric as we speak!

  • philtaylor

    Great post. I didn’t know about Twitalyser, but now that I do, I can see this will be very useful to me.
    Thanx!!

  • http://brandonacox.com Brandon A. Cox

    Fantastic tools! I like to thin we’re waking up to the accountability offered by metrics tools, but that we’re not becoming entirely dependent upon them. There will always be a long term brand payoff to social media that can’t be measured in clicks and mentions.

  • johnc22

    Very nice post. We have a new service coming up at http://www.infinigraph.com. You can start dropping your contact info and we’ll grant early beta access to the first comers.

  • Shanz

    as usual I learned 4 new things today … I am running a road safety foundation and am in real real need of followers in Twitter, your tips and case studies are just practical and useful to any org. Thanks

    http://www.bit.ly/SurayaFoundation

  • http://twitter.com/MsTiffanyDelisa Tiffany

    This is a very insightful post! Thank you so much for sharing. I’m currently learning to be a more effective social media marketer!

  • Seo Services

    Social media is the best way to market your product and services. I am using it since the last 1yr. And telling the truth is that it definitely works, but you should have to be on the right path. A greatfull information shared in this post and it is also useful for me.

  • http://twitter.com/nichole_kelly @Nichole_Kelly

    Dino – I love that quote! It’s a battle I’ve been dealing with for years. I think we are moving closer and closer to find that other half with so much integration of web into marketing strategies and as you mentioned the technology available for measurement. Social Media measurement is certainly in its infancy, but it is a good sign that companies are starting to demand accountability. That means that it has finally made it to the grand stage! I appreciate your comments.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Sheldon – You are absolutely correct. The reach of links is important, but there are so many other factors that can be measured to show attainment of goals that are commonly missed. Working as part of an in-house marketing team responsible for social media, I have a special respect for correlating metrics with the goals that the company has for the organization. This makes conversations about budget and resources a lot easier! Thank you for your comment.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Garrett – I would love to see your post. I’ve been working on building measurement strategies for awhile and it is always great to get another perspective.

    You mentioned showing correlating metrics and I think that is a fantastic tip. Too many times we get caught in trying to say that this specific activity generated X, but the reality is that the combination of your marketing mix contributes to success. It’s hard to say that a specific post with a certain number of comments was the only contributor to your goal. However, if you can track full campaign history to see the actual combination of tactics that led to the result it is far more powerful. Thanks for your comment.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Dave – Thanks for commenting. I hope you will share what you come up with and what insights you get from the data. We haven’t quite gone into talking about interpreting the data which is a whole different ball of wax!

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Jessica – I’m so glad you enjoyed the post. Please share what you come up with!

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Phil – Thank you for your comment and I’m thrilled that you got something out of the post. I’m a big fan of Twitalyzer, I think you will really like it.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Brandon – I agree that it is important to not let metrics drive every decision. This can certainly be tough when standing in front of executive teams, but we know that some programs take time to get off the ground and generate the results you defined. The hope is that we all get the flexibility to keep working at it until the metrics show the value we believe is there. Thanks for your comment.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    John – Thanks for the link. I’ll certainly be checking it out.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Shanz – I’m so glad you enjoyed the article. Just remember that the number of followers does not always equate to value. Try to get the right group of followers that are engaged and contributing to help you create even better ideas. That’s far more powerful than a number. Thanks for the comment.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Tiffany – Thank you so much! You hit the nail on the head – the key is to be effective! I’d love to see some of your initiatives. I’ll share some of mine and we can learn from each other!

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Thank you for your comment. I’m glad you found the content helpful.

  • http://dinodogan.com/ Dino Dogan

    I like Chris Brogan’s approach to measuring SM impact on your brand. He said and I quote “Just make money and then the boss won’t ask about ROI any more”. Made me lol cuz it rings true so I figured I’d share.

    From http://www.chrisbrogan.com/50-power-twitter-tips/

  • Beth Warren

    Great post! Very insightful and helpful

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Beth – Thank you so much for your feedback. I’m so glad you found the post useful.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Chris is a brilliant man! That is a great quote. I think it is much easier to take that approach in a smaller company. In a larger company it is more difficult to quantify your teams efforts and prove that you are making money for the firm without tracking. That is one of my major initiatives here at CareOne and we have built a system to track our efforts all the way through the funnel. It’s very exciting stuff!

  • Harry

    Great theory here but the sites do not work in practice. Twitter says I have 422 tweets but TweetReach says I have 0 tweets. Similarly TweetEffect says my user name does not exist on Twitter. Kind of tough to put validity in anything from either of these sites if they are so far off in accuracy.

  • http://www.kelsiguidry.com Kelsi Guidry

    Nichole, by any chance would you have a template of an Excel spread sheet that could be used! That would be great to share with us as well as our clients! :)

  • Shanz

    Thanks for the reply. You are right quality is better than quantity. But as humans psychology social proof is great too. The beauty of fan page is that one can send mass e-mail like semi-email list which can increase chances of getting volunteers, providing numbers. I look forward to next post.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Harry – That is really strange. That does not happen to me. Is anyone else experiencing these type of issues?

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Kelsi – Here is an example of one dashboard that I created that takes social media into account but has a holistic view. I also have one that is very similar to this just for social media and community activities, but I don’t have it published anywhere that is easy to share. http://c1c.bz/ilc I tend to look at everything from a funnel prospective as it is very easy to translate for executives. What do you think?

  • http://www.kelsiguidry.com Kelsi Guidry

    This looks great! I would love to make one like this for myself! Thanks

  • SenchaCreative

    This is a great article! Thank you for sharing your ideas. I’m constantly telling my clients to track everything with their social media campaigns or else they won’t know what they getting out of it. Their common complaint is that it takes so long to track so it’s nice to have a few more resources to show them to ease that. Thanks again!

  • http://www.chuckbartok.com Chuck Bartok

    So true Deuce..
    If one is to expect results form energy spent on Social Media
    they need a Plan of Action, stating the purpose and expected result.
    Focusing on that plan will yield results

  • http://flavors.me/40deuce 40deuce

    Very true.
    I guess it’s the PR in me, but knowing what you want your public to do comes ahead of the numbers. The numbers just help to justify.

  • http://www.techbiztalk.com TJ McCue

    Hi Nichole, your timing is perfect. So many people are really talking about measurement and monitoring and ROI now. They’ve talked about it before, but many, are figuring it out now. I did a post for my blog on 195 Social Media Measurement Tools and simply listed all the tools I could find or knew about. I probably have another 15 to add now, after comments and tweets. Here’s the link if you want it: http://bit.ly/socmediameasurement

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    TJ – I’m so glad you found some new information. I’ll definitely check out your post! Thanks for sharing.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Thank you so much for your feedback. I’m so glad you found the post valuable.

  • http://www.communicationammo.com Sean Williams

    Nichole – I must cavil a bit on your list. The reach factors are way overstated in social media, thanks to auto-follow and related weird tech stuff. Twitter drops followers and has bad days where the spammers take over. I’d argue that #followers is not remotely like print circulation, which is independently audited. Nielsen on the Web metrics is a SWAG. Chris Brogan has 180,000 followers on Twitter, but admits that porn stars and bots make up some big proportion. I’d also argue relevancy — care more about your desired audience and interact where they are — don’t fall into the trap of “impressions” in social media.

    Second, you talk a lot about only counting something if it’s part of a campaign. Social media shouldn’t be a campaign, it should be a long-term relationship. That’s not touchy-feely stuff by my account, it’s how the best of the best do social. Take a look at Pottery Barn on Facebook — there’s a ton of discussion amid the direct sales activity.

    Also, B2B is using many tools that don’t fit the “influence” formula you share here — Caterpillar is rockin’ it using their own blogs — they have the right people interacting with customers and building long term value.

    I hope that in your quest to grok measurement you’re reading the stuff at http://www.instituteforpr.com — I’m a member of the Measurement Commission and presented a social media paper at the last International PR Research Conference. My writing partner and I will present it at the PRSA conference this October. Any Measurement fans should search #amec10 — a declaration of principles was passed by that body today that’s relevant to our discussions here.

    Best regards,
    Sean
    @Commammo

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Sean -
    Thank you so much for adding your perspective. I love a healthy debate so I hope you don’t mind if I respond to a few of your points and I hope you would add your perspective. WARNING: Due to the level of detail required this may be a little bit long!

    In speaking about the reach in social media being compared to print circulation, which I agree is audited, my intention was not to speak about the validity of the measurement, but rather whether the measurement is valuable to the firm. Similar to measuring the reach of an ad in a magazine by print circulation, a measurement of social media reach does not ensure that your message was seen or noticed by those people. Rather, it means that your message “might” have been seen by those people. I believe it is important to put social media metrics in the context of a company’s existing measurement strategy because there is a level of familiarity that helps give meaning to the metrics. For companies that are measuring impressions in any channel; online, print, tv, and email marketing this may be a important baseline measurement to compare with social media channels because when you add in the cost per impression many times it is lower than many other advertising channels.

    You are 100% correct, relevancy is the most important gauge for your followers on Twitter. Quality versus Quantity as Shanz described it above. This has always been one of my measurements though for some reason I unintentionally left it off the list here. It is a challenge to calculate as I’m sure you are aware.

    I also agree with your comments about social media not being a campaign. I am not a fan of using social media for sales campaigns, but many other types of campaigns have been very successful in generating exposure and expanding a brand’s reach. For example, look at the Pepsi Refresh campaign. It is a wonderful example of a company using social media to generate awareness using crowdsourcing. The reality is they probably would have donated that amount of money anyway, but they’ve created an opportunity for the public to get involved with social media. Because so many companies are running campaigns it is difficult to leave them off the list. Typically, campaigns have a real dollar expense associated with them, so in order to measure whether it was effective it is important to be able to tie specific measurements back to the campaign so you are only counting incremental gains and not inflating numbers based on normal growth.

    B2B firms are doing amazing things with social media. As Greg Cangialosi, CEO of Blue Sky Factory has said, you have to be the relationship before the sale. I have a background in B2B firms, and I would absolutely agree that you should add a metric for the relationships that have been developed. But I wonder how would you measure it? Is it a shear number or are there values for the level of relationship you have? Are you keeping track of this measurement in your CRM system? Who is responsible for putting the value into the CRM, the sales team? What if the prospect/customer has relationships with multiple people in the company at different levels? Those are some of the challenges and conversations that I’ve had and for me the jury is still out on having a meaningful measurement for the relationship that can be consistently calculated and compared. It is incredibly valuable, but tough to add to a report.

    I think it is also important that metrics do not become the end all be all for social media value. There are some intrinsic gains from social media that can’t be measured. However, in today’s environment it is really tough to walk into your client or your executive team with an argument of I “think” it’s working, so some kind of traditional metrics are important.

    Thank you so much for your comments! I will certainly check out the information for the Institute for PR. I’m more active in the American Marketing Association, but I’m always looking for sources of new information.

    Nichole

  • http://www.communicationammo.com Sean Williams

    Nichole, thanks for the thoughtful reply. I, perhaps alone, don’t worry about lengthy discussions… ;-)

    A few additional thoughts. The Reach question is a good one, because you’re right, it has familiarity to orgs that have only a marketing data context for communication activities. This sort of focus is what leads to Ad Value Equivalency being used to describe earned media – a scourge on PR practice and following the AMEC Summit this week in Spain, on its way to being rejected completely. There’s no equivalency between print circulation and social media — the numbers will never bear out. We must reeducate orgs away from the X impressions equals Y increase in qualified leads – there is no data anywhere that supports this formula in a social media context.

    Instead, we should be talking concrete measurable objectives in the context of reputation management and relationships. As to your question about measuring relationships, Prof. Jim Grunig’s work on measuring relationships is spot-on http://www.instituteforpr.org/files/uploads/2002_AssessingRelations.pdf — Trust, Satisfaction, Commitment and Control Mutuality (the willingness to allow each other some element of control in the relationship) are all potential data points for measurement. It is social science, not finance…but it’s still a useful way to think about relationships.

    Impact on brand is another avenue for measurement, and marketing mix modeling (though criticized as expensive and time-consuming) can provide a quantitative evaluation of the impact of PR or social, or for that matter, any communication activity. My paper, “Measuring Company A” looks at the measurement program of a regional bank — it focused on mainstream media rather than social, but the ideas are similar: what effect does news media coverage have on brand awareness, attitude and disposition? the paper also includes measurement in the reputation risk area, and impact on direct mail.

    Much measurement is still a work in progress, yes — but we are replacing outdated, outmoded, and ineffective measures via strong research bases and academic credibility. The outright sophistry of Ad Value Equivalency is being discarded, and social media is an ideal proving ground for many concepts, including relationship management, reputation and other theories that have needed practical application to be properly tested.

    There will be a Summit on Measurement in October in Portsmouth, New Hampshire, and you should go. I went five years ago and it literally changed my professional life. Besides, it’s a fun event with a great lobster feed at the home of KD Paine (if you’re not reading @KDPaine but writing about Measurement, you’re missing an original thinker in this space. Angela Jeffrey, Dr. Brad Rawlins, Don Bartholomew, David Michaelson, Forrest Anderson — any of the measurement commission folks are the leading lights in measurement. Don’t miss the chance to learn from them.)

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Sean –

    Thank you for your in depth thoughts on measurement. You have some very interesting perspectives from a public relations view, which I agree is an area where measurement likely needs some adjustment.

    I’m very familiar with KD Paine and met her at the Inbound Marketing Summit last year. She is a great mind and has wonderful ideas. We had some great discussions while I was there.

    Thank you for your comments.

  • http://www.techbiztalk.com TJ McCue

    I love this post, Nichole and all the discussion it has encouraged. I particularly like the back and forth with Sean and had seen some of the tweets and hashtag flow from him and KDPaine and others about the PR Conf. I’ve assembled a growing list of 195+ Social Media Measurement Tools and while I’m not commenting on methods and process right now — there are so many tools to help the smallest to the largest companies figure out Social Media ROI.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    TJ – Thank you so much. There are many tools out there, the challenge of course is integrating with the sales process to show ROI. For those that have Salesforce this is easier than for those of us who have proprietary systems. But we’re making progress, right?!?

  • http://about.me/themaria themaria

    Hi Nichole! Great to see you over here on the Social Media Examiner (had no idea you wrote here!).

    Thanks so much for the Biz360 shoutout – we are now part of Attensity Group – acquired in April of this year. Before the acquisition, we added influence metrics, powered by Klout. Now post-acquisition we are working on a deep integration with the Attensity suite of products, allowing each social media mention to get parsed, classified and routed to the right person for follow up. We are making engagement easier :)

    To add to the list of metrics you spoke about, depending on how advanced you want to get, I’d add clausal analysis to help figure out what’s driving certain sentiments and statements made on Twitter or another network – i.e. is it high price or difficulty of use that’s driving customers away from you to your competitors?

    Great work!

    Cheers!

    Maria Ogneva, Attensity
    @themaria @attensity360 @attensity

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Hi Maria! Thank you so much for adding to the conversation. Wow…acquired already! I hope that is a good thing for your team. Interesting developments on the feature end. Keep us posted! It’s great to hear from you.

    Nichole

  • Kdpaine

    Thanks for the shout out! I would add a couple of thoughts. First of all it’s not about absolute numbers but rather you should be looking at the percent increase in numbers over time. Engagement should be measured not by how many people follow or friend you, but what percentage of those people actually take an action, i.e. comment, forward, retweet etc. I also would caution everyone about the validity of data. Most of the tools you mention are better than nothing, but far from accurate. Even the people who design sentiment analysis tools will tell you they only get it right about 65% of the time, and the amount of garbage is astounding — we toss out about 85% of the stuff that those tools send us because it is irrelevant to the brand or the subject. Hope to see you in Portsmouth in October!

  • Fish Biz

    Did what you said and came to the conclusion that social media don’t really work for me. Twitter – just followed by the same people that are in my line of business. They aren’t buying what I am selling, they are trying to sell something similar to what I am selling. Facebook, YouTube are similar.
    Better idea – get my product in stores, rely less on internet and social media for sales.

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    I agree 100%. We are in a time where we are forced to use measurement tools that are better than nothing and spend time vetting all results. We also throw out a lot of useless data. Presenting data in percentages, hopefully showing growth, is far more meaningful than just numbers. But declines also show important information about how effective your strategy is at driving engagement. Thank you so much for your comment. I’m so honored that you took the time to add your thoughts.

    I’m so bummed I won’t be able to make it to Portsmouth. Unfortunately, it conflicts with the Inbound Marketing Summit. Hopefully there will be some live streaming I can tune into for a couple of sessions!

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Fish Biz – Sometimes we find that our measurement leads us to reconsider our strategy. I would recommend that you review your strategy and what you are doing in the social media spaces that isn’t attracting your target audience, before you abandon it all together. It may be that your audience is looking for a different kind of engagement from you or is participating in a totally different type of conversation than you expect.

    For example, I’ve seen many companies promoting their product on social media sites. From a Marketer’s perspective I’ll use the example of printers. They tweet that they have specials on this or that. But as a Marketer I’m not looking for printer discounts on Twitter. I’m looking for tips on the latest marketing strategies. If you can somehow connect the latest and greatest with printing I am much more likely to follow you and value your input. I hope this helps! Good luck.

  • Kristina Allen

    Hi Nichole – fantastic post on measuring social media! I think there is also a non-traditional way to use social media and the discussions that are formed through it, that tie into business objectives in measurable ways. For instance, testimonials and other forms of social proof are such strong forms of influence when making a purchasing decision. In online marketing, doesn’t it make sense to use social widgets on web pages (namely landing pages) to increase conversions? This potentially brings to the table a whole new set of social media metrics to pour over… If you or anyone is interested in this, you may want to check out ion interactive’s social marketing microsite http://social.ioninteractive.com/Blog .

  • Mike

    We lock our account, then allow only those who are relevant to what we do to subscribe. We may have ony 399 followers, but I know they all know what we do and care about it. For us, it’s about quality, not quantity.

  • http://twitter.com/mseibert Martin Seibert

    Thanks for this thorough review including the pictures and the funnel. I fully agree with this:
    “The good news is social media has finally made it to the grand stage of “accountability.” A place where there are lots of people who want to measure it. The bad news is there isn’t a single clear-cut answer.”
    I am all into egotracking for followers, fans, likes, YouTube views and so on. Our service TwentyFeet leverages exactly that for twitter, facebook, bit.ly and soon also for YouTube.

    What do you think? Worth while?

    I would love to get your feedback.

  • http://twitter.com/sharingissocial Sharing is Social

    Just a quick question, in the graph the order goes as exposure>influence>engagement>action but in your explanation the text the order is exposure>Engagement>Influence>action.
    I still think the graph order makes more sense, right?

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Nico – You are correct. The graph order makes the most sense and is the way I categorize. Sorry about that!

  • http://twitter.com/Nichole_Kelly @Nichole_Kelly

    Martin – This definitely look interesting! I’d love to try it out. I can not find a sign up link anywhere on the site, though? Has it not been released? I’d love to get in on a beta!

  • Sharjeel

    I lke it, its alots of information about Social Media , if you don’t mind can u give me some explanation on my Topic …My Topic is “Discuss three different social media and their impact on either news events or democratic participation.?

  • http://www.linkedin.com/in/davecarpenter1 Dave Carpenter

    Great post. Love your application of the traditional marketing funnel to any business use of social media for marketing purposes.

    Like every othermedia, ultimately social media must be about ROI for any business, or at least those that are successful.

  • Tara Isaacs

    Does anyone know of a template or spreadsheet that details the various measurements/campaigns/results? I’m looking for something I can use as a weekly reporting tool for a client who wants to see a fairly distilled representation of what is happening across the various social media sites (Blog, YouTube, Facebook and Twitter). Many thanks in advance in someone can help!

  • http://www.facebook.com/people/Alisha-Tannersby/100000348490277 Alisha Tannersby

    Super observations!

    Personally, I use several social/brand tools to measure and monitor the impact of the companies I consult with.

    http://www.ecairn.com/ – for monitoring brand mention and sentiment

    http://heardable.com – for quantify how well brands are doing against the competition

    https://www.geeyee.com/ – for social insights

    Cheers,
    Alisha

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  • Riodejaneiro23

    Well I tried the Tweeteffect link and it is dead. It’s a great article but whenever any post is published the links should be checked. That’s basic, surely?







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