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SOCIAL
MEDIA
METRICS
10
Learning Objectives
 What is the role of metrics in social media
marketing programs?
 What are the steps in the DATA approach to
measurement?
 What characteristics do most commonly used
social media metrics share?
 How do we calculate social media ROI?
 How do we assess the costs and benefits of a
social media marketing program?
 How do we track social media results?
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No social media marketing
campaign will conclude unless
_______ are set and _______ has
been assessed.
Objectives /
effectiveness
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As we discussed something like
buying radio commercials, we
addressed, as does Chap. 10, terms
like ________, the number of people
exposed to a message.
reach
Social Media Marketing, 2e©
As we discussed something like
buying radio commercials, we
addressed, as does Chap. 10, terms
like ________, the average number of
times someone is exposed.
frequency
Social Media Marketing, 2e©
______ is the ability of a site to
draw repeat visits and to keep people
on a site.
Site stickiness
Social Media Marketing, 2e©
______ is a comparison of how
well different creative
executions generate a response of
creative advertising.
Relative pull
Social Media Marketing, 2e©
________ are the number of people
who click through who go on to
purchase the product, while ____ are
the number of people who are exposed
and do not click through, but who
later visit the brand’s website.
Sales
conversions /
viewthroughs
Social Media Marketing, 2e©
Simply counting the quantity of
interactions consumers have with
a brand doesn’t tell us much
about the quality of these
touchpoints. We also need to
know:
The degree of engagement people feel
during and after their participation, the
interaction with the brand, and how
these experiences influenced their
feelings about the brand
Social Media Marketing, 2e©
In discussing social CRM tactics,
the CRM stands for ____________
Customer
relations
management
Social Media Marketing, 2e©
KPI stands for ________
Key
performance
indicators
Social Media Marketing, 2e©
We organize our social media
marketing measurement plan
according to a four-step process
known as the DATA approach, where
DATA stands for:
Define, Assess, Track, Adjust
Social Media Marketing, 2e©
To make sure our objectives are
clear enough that we can
adequately measure them, the key
is to state them so they have
what SMART characteristics:
Specific, Measureable,
Appropriate, Realistic,
Time-Oriented
Social Media Marketing, 2e©
A ______ is a specific standard of
measurement.
metric
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Of the three types of metrics,
______ measure the actions the
organization takes relative to social
media.
Activity
metrics
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Of the three types of metrics,
______ focus on how the target market
engages with the social media platform
and activities.
interaction
metrics
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Of the three types of metrics,
______ focus on the outcomes
(financial or otherwise) that directly
or indirectly support the success of
the brand.
return
metrics
Social Media Marketing, 2e©
ROI stands for ______ and SMROI
stands for _____.
Return on investment / social
media return on investment
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__________ is a measure of
profitability, while _____ answers
the question, “How much income did our
investments in social media marketing
generate?”.
ROI / SMROI
Social Media Marketing, 2e©
Facebook offers Facebook Insights,
Twitter offers Twitter Analytics, and
YouTube offers YouTube Analytics, all
of these are _______ tools, collecting
the data we need for making
assessments and organizing the data in
a way that enhances their utility.
tracking
Social Media Marketing, 2e©
_______ tracking means that the
tracking mechanisms are developed
prior to launching the activity or
campaign.
forward
Social Media Marketing, 2e©
_________ tracking begins during the
activity or campaign—it can be
effective in that it relies on
residual data.
coincident
Social Media Marketing, 2e©
_________ tracking is conducted after
an activity or campaign has concluded—
it also uses residual data and may
include primary data collection such
as surveys to assess the effects of
the campaign.
reverse
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What Matters Most?
I came here to show you a way that could
save four million dollars of search marketing
while boosting online sales by 6–8%.
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What Matters is Measured
 Reach: The number of people exposed to a




message.
Frequency: The average number of times
someone is exposed to a message.
Site Stickiness: The ability of a site to draw
repeat visits and keep people on the site.
Clickthroughs: The number of people exposed to
an online ad or link who actually click on it.
Sales Conversions: The number of people who
click through who go on to purchase a product.
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Numbers versus Metrics
Four thousand two hundred and thirty-one is a
measurement. Without context, it is merely a
number. When compared with your personal best,
company expectations, or your competitors’ efforts,
that number becomes a metric. It is now indicative
of value, importance or a change in results.
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Figure 10.1 The Engagement
Food Chain
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Key Performance Indicators
 Measurements within a defined contexts are
metrics.
 Measurements require context to provide useful
feedback.
 Metrics that we tie to objectives are key
performance indicators.
 Objectives must be well-defined before we can
identify key performance indicators.
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The DATA Approach
 Define: Define the results that the program is
designed to promote.
 Assess: Assess the costs of the program and the
potential value of the results.
 Track: Track the actual results and link those
results to the program.
 Adjust: Adjust the program based on results to
optimize future outcomes.
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DEFINE
 Motivating some behavior from the target
audience.
 Influencing brand knowledge and attitudes.
 Accomplishing the first two objectives with
fewer resources than might be required with
other methods.
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SMART Objectives
 Specific
 Measurable
 Appropriate
 Realistic
 Time-oriented
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Which One is Smart?
 “We will tell everyone we can about our Facebook
page and see if they like it so much they’ll buy
more product.”
 “We will promote our new Facebook page in print
ads placed in the June issue of Rolling Stone. On
July 15th we will count the number of Facebook
users who ‘like’ our brand and compare sales to
the same period last year.”
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Table 10.1 Commonly Used
Social Media Metrics
 WOM volume
 Ratings and
 Asset popularity
 Media mentions

 Brand liking

 Reach

 Engagement

 Customer value

Social Media Marketing, 2e©
bookmarks
SEO
Traffic
Share of voice
Influence
Sentiment
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Elements of the
Marketing Metrics Matrix
 Activity Metrics (input): What is placed in the
indicated social media spaces.
 Interaction Metrics (responses): How the target
market engages with the social media platform
and activities.
 Performance/Return Metrics (outcome):
Outcomes that directly support the success of the
brand, financially or otherwise.
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Return Metrics
 Return On Impressions Model
 Return On Social Media Impact Model
 Return On Target Influence Model
 Return On Earned Media Model
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ASSESS
 Opportunity Cost: What else could employees or
volunteers have done if they weren’t spending
time contributing to the brand’s social media
activity?
 Speed of Response
 Message Control: The brand’s message will be
shared or manipulated in ways that the brand
would rather not have happened.
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Blog Value Index (BVI)
BVIa = [adh (aay/1,000)] / [abt * ehw]
 adh = average daily hits
 aay = average advertising yield
 abt = average number of hours spent per day
blogging
 ehw = employee hourly wage of the blogger
 Loss of Technorati
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TRACK
 Identify tracking mechanisms.
 Establish baseline comparisons.
 Create activity timelines.
 Develop transaction data.
 Measure transaction precursors.
 Overlay timelines and look for patterns.
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Tracking Approaches
1. Forward Tracking: Developed prior to launching
the activity or campaign.
2. Coincident Tracking: Begins during the activity
or campaign.
3. Reverse Tracking: Conducted after an activity or
campaign has concluded.
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ADJUST
 Apply what you’ve learned to future activities and
investments.
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Start Measuring
 Content consumption
 Content augmentation
 Content sharing
 Content loyalty
 Content conversations
 Content engagement
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Recap and Questions
 What is the role of metrics in social media





marketing programs?
What are the steps in the DATA approach to
measurement?
What characteristics do most commonly used
social media metrics share?
How do we calculate social media ROI?
How do we assess the costs and benefits of a
social media marketing program?
How do we track social media results?
Social Media Marketing, 2e©
10-42