Social Media Marketing is all about niche markets, it’s not about numbers. Nor is there a standardized metrics method. Therefore the methods for measuring campaign successes vary. When creating the metrics for a campaign, it is important to measure what matters most to CWF: donations, visits, actions. For SMM, you measure actionable information. It’s in real time — as an organization, we must monitor and respond to conversation stream in services like Twitter
Resources required
- Large-scale campaigns often done through agencies, but community manager is in-house
- not a one-time campaign: requires ongoing maintenance and management
ROI
- numbers of posts/comments/linked/visits / PV/donations/ subscriptions/ shop
- profiles of people to show ROI
- 20% on market research
Success matrix
- Create your own: Google blog search, twitter search, Google trends (keywords), delicious (have staffers link with specific tag – set as RSS news), Backtype – comments
- PV, # posts, comments, sentiment of discussion, Google page rank, technorati, number of event attendees, authenticity on technorati, sales by site
- PV on news releases
- emails: 25 – 40% click through rate
Actual ROI
- drove traffic & sales
- $
- percent ROI
- true sales
- increase organic search
What to measure
- Gestures
- vote, publish, comment, tag, forward, view, link
- Qualities
- frequency, tone, prominence
- Composite Indices
- engagement, influence, community
How to know if engaging audience (5 c’s of engagement)
- Creating
- Critiquing
- Chatting
- Collecting
- Clicking
Timelines
- Daily
- Review feeds & metrics to identify trends & need for immediate action
- Weekly
- Report on trends with recommendations for action
