MARCH 2010 ISSUE
Copyright © 2010 - Radian6
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 theirspecic 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 dening 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.
• For measurement to be effective, it has to align directly with the measurable objectivesyou’ve set. Those measurable objectives should be specic, 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 connes 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.
| Practical Social Media Measurement & Analysis
Chapter 1Getting Started