Ways to measure social media

MEASURING SOCIAL MEDIA MARKETING

Braj Mohan Chaturvedi I braj@braj.in I +91 9958166889

buzz for a brand based on volume of posts andimpressions

Inspired by: 100 Ways To Measure Social Media; by David Berkowitz, November, 2009

buzz based on nature of buzz by category and topic

buzz based on time of the buzz and shift in buzzovertime

nature of buzz, which includes seasonality,competitive nature

buzz based on stages in purchase funnel, whichinclude researching, transaction, post-purchase etc.

channel of choice which include forums, socialnetworks, blogs, twitter, etc

buzz based on content proliferation and popularity

buzz based on number of fans, followers, friends

buzz based on growth rate of fans, followers, andfriends

change in virality and rate of change in virality whichinclude connections to fans, followers, and friends

rate of virality and change in virality rates over timewhich include second-degree reach

level of engagement through embeds, installs,downloads, uploads

level of engagement like, favourites, comments,ratings, social bookmarks, subscriptions, page views

change in search engine rankings and share of voicefor all social sites promoting the brand

increase in searches due to social activity

percentage of buzz containing links, which is rankedby influence of publishers

percentage of buzz containing multimedia includingimages, video, audio

share of voice on social sites when running paidmedia in same environment

influence of consumers, publishers reached

influence of brands participating in social channels

demographics of target audience engaged with socialchannels and reached through social media

demography, geography of participating consumers

social media habits and interests of target audience

sentiment by volume of posts and impressions

shift in sentiment before, during, and after socialmarketing programs

languages spoken by participating consumers andtime spent on distributed content

time spent on site through social media referrals

Percentage of traffic generated from paid media

frequency of social interactions per consumer,percentage of videos viewed

number of user-generated submissions received

relative popularity of social media content

exposures of virtual gifts, number of virtual giftsshared

number of user-generated submissions on brandassociation, purchase consideration, brand reference

impact of offline marketing or events on socialmarketing programs or buzz

user-generated content that can be used by themarketer in other channels

measuring customer satisfaction and customersassisted through buzz

savings generated by enabling customers to connect with each other

volume of customer feedback generated using buzz

research & development time saved based onfeedback from social media

suggestions implemented from social feedback

costs saved from not spending on traditionalresearch

buzz resulting into leads generation, productssampling, discount redemption rate

buzz resulting into visits to store locator pages,online sales, offline sales, and other offline behavior

buzz impacting ratings, reviews, rate of customer,visitor retention

buzz impacting customer lifetime value

buzz impacting conversion and change in preference

buzz impacting customer acquisition, cost ofcustomer retention

buzz impacting change in market share

attendance generated at in-person at events

calculating savings per customer assisted throughdirect social media interactions compared to otherchannels like call centers, in-store.

Ways to measure social media

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