MARCH 2010 ISSUE
Copyright © 2010 - Radian6
www.radian6.com | 1-888-6RADIAN (1-888-672-3426) | firstname.lastname@example.org
The idea o measuring social mediais becomingwidely accepted as a necessary businesspractice, but many are fnding it tough to landon the exact metrics they need to measure theirspecifc social media initiatives. Indeed, thereis no one way to measure, and the metricsyour organization might need to measure thesuccess o a social media campaign could bedrastically dierent rom those, even, o yourcompetitors.Still, the practical application o social mediameasurement must start somewhere, andwe’ve tackled some o what we eel are the most telling starting points or measurement in thisebook, including defning metrics or capturing brand reach, tracking sales through social media,and assessing cost savings.
Context and Caveats
Beore diving in, though, we should make clear some context and caveats or how we approachsocial media measurement.
• For measurement to be eective, it has to align directly with the measurable objectivesyou’ve set. Those measurable objectives should be specifc, measurable, actionable,realistic, and timed (ollowing the SMART methodology), and directly correlate toyour organization’s big-picture goals or this program (i.e., we want to increase brandawareness).• Eective measurement rarely sits within the confnes o a single metric, but rather in acombination o metrics that helps illustrate progress toward a goal. For example, ollowercounts or click-throughs on their own don’t tell you anything o value. Metrics gainmeaning when they’re weaved together to help you glean insights, not just data.
| Practical Social Media Measurement & Analysis
Chapter 1Getting Started