Measuring Social Media

by: Nelson Bruton, Research Analyst, Interchanges.com

You can measure a social media campaign only after you determine the objective for the social media campaign. Influence and interaction and results are the ways in which a social media campaign can be measured. Each has quantitative and qualitative elements. Below are my initial thoughts on this subject. Please bear in mind that over time, there should be more to add to each category.

But for now:

INFLUENCE

Quantitative -

• Number of people in the network
• Number of networks/social communities/platforms
• Growth rate of your network

Qualitative -

• Who is in the network?
• What is the motivation for people joining the network?
• What ideas are discussed in the networks?

INTERACTION

Quantitative –

• Number of communication methods within a platform
• Number of scheduled tasks (e.g. messages, replies, comments, bulletins,

  blogs, etc)

Qualitative -

• Types of communication being sent out
• Who are you targeting with a particular message?

RESULTS

Quantitative –

• Number of leads generated
• Number of sales generated
• Number of new contacts made
• Revenue generated

Qualitative -

• Types of leads generated
• Types of contacts made