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Practical Social Media Measurement

Practical Social Media Measurement

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Community eBook: Practical Social Media Measurement & Analysis
MARCH 2010 ISSUE
Community eBook: Practical Social Media Measurement & Analysis
MARCH 2010 ISSUE

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Published by: Luis Miguel Caballero on Nov 26, 2011
Copyright:Attribution Non-commercial

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07/29/2014

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MARCH 2010 ISSUE
Community eBook
Practical Social MediaMeasurement & Analysis
 
MARCH 2010 ISSUE
www.radian6.com| 1-888-6RADIAN (1-888-672-3426) |community@radian6.com
Copyright © 2010 - Radian6
Communiy Book
Practical Social Media Measurement & AnalysisIndex
[ all chapter titles are hyperlinked ]
 
MARCH 2010 ISSUE
Copyright © 2010 - Radian6
www.radian6.com| 1-888-6RADIAN (1-888-672-3426) |community@radian6.com
Cte 1
Getting Started
 The idea of measuring social mediais becomingwidely accepted as a necessary businesspractice, but many are nding it tough to landon the exact metrics they need to measure theirspecic social media initiatives. Indeed, thereis no one way to measure, and the metricsyour organization might need to measure thesuccess of a social media campaign could bedrastically different from those, even, of yourcompetitors.Still, the practical application of social mediameasurement must start somewhere, andwe’ve tackled some of what we feel are the most telling starting points for measurement in thisebook, including dening 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 approachsocial media measurement.
Context
For measurement to be effective, it has to align directly with the measurable objectivesyou’ve set. Those measurable objectives should be specic, measurable, actionable,realistic, and timed (following the SMART methodology), and directly correlate toyour organization’s big-picture goals for this program (i.e., we want to increase brandawareness).Effective measurement rarely sits within the connes of a single metric, but rather in acombination of metrics that helps illustrate progress toward a goal. For example, followercounts or click-throughs on their own don’t tell you anything of value. Metrics gainmeaning when they’re weaved together to help you glean insights, not just data.
Communiy Book
| Practical Social Media Measurement & Analysis
Chapter 1Getting Started

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