Social Media Ebook

Community eBook

Practical Social Media Measurement & Analysis
MARCH 2010 ISSUE

Community eBook

Practical Social Media Measurement & Analysis
MARCH 2010 ISSUE

Index
Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5

[ all chapter titles are hyperlinked ]

Getting Started Measuring Awareness, Attention, and Reach Measuring Leads, Conversions, and Sales Measuring Cost Savings Wrapping Up

www.radian6.com | 1-888-6RADIAN (1-888-672-3426) | community@radian6.com

Copyright © 2010 - Radian6

Community eBook

| Practical Social Media Measurement & Analysis

Chapter 1 Getting Started
CHAPTER 1

MARCH 2010 ISSUE

The idea of measuring social media is becoming widely accepted as a necessary business practice, but many are finding it tough to land on the exact metrics they need to measure their specific social media initiatives. Indeed, there is no one way to measure, and the metrics your organization might need to measure the success of a social media campaign could be drastically different from those, even, of your competitors. Still, the practical application of social media measurement must start somewhere, and we’ve tackled some of what we feel are the most telling starting points for measurement in this ebook, including defining metrics for capturing brand reach, tracking sales through social media, and assessing cost savings.

Context and Caveats
Before diving in, though, we should make clear some context and caveats for how we approach social media measurement. Context • For measurement to be effective, it has to align directly with the measurable objectives you’ve set. Those measurable objectives should be specific, measurable, actionable, realistic, and timed (following the SMART methodology), and directly correlate to your organization’s big-picture goals for this program (i.e., we want to increase brand awareness). Effective measurement rarely sits within the confines of a single metric, but rather in a combination of metrics that helps illustrate progress toward... [continues]

Read full essay