How to measure presence on social media is the hot topic. For two reasons, because companies are beginning to invest in building their presence on social media and because they want to know the effect it has on them.
The main problem we encounter when we talk about social media marketing is that we do not know what we have to measure, and as always it is because lack of goals. It is the first step in creating a Social Media Marketing Plan and it is FUNDAMENTAL. Well-defined objectives (long, medium and short term) will allow us to create success measurement indices.
In any case we will always need to have general indices to measure success.
In recent weeks, some articles have been published that try to provide a solution to this question. How to measure social media marketing? Almost everyone agrees.
The first publication in this regard was that of Albert Barra with his series “The ROI of Social Media Marketing” where he defends that presence on social media is measured from four different perspectives:
Search engine positioning
Another case is that of the conference given by Kelly Feller, head of Social Media at Intel, which demonstrates the quantitative success of her work indicating that 33% of traffic comes from search engines, another 33% from referrals and the rest through campaigns. . Although she talks about qualitative measurement based on four indicators:
Influence: Are customers talking to others about us?
Intimacy: What is a customer’s feeling or affinity?
Interaction: Are customers making decisions?
Participation: are the customers there?
Finally, there is Javier Godoy’s conference at the Online Expert Forum (which I couldn’t go to because Traffic4Us expressly prevented my access for working in a competing company, be open my friend) where it relies on three factors:
Reputation: what they say about you
Popularity: what one says
Influence: the ability to introduce a message and have it spread through the circles of influence of others
As you can see, intangible parameters are established in all three cases. I miss other types of values more aimed at conversion or vertical monitoring of clients. In any case and as Javier says, there is a lot of expectation and a lot of experimentation in the metrics in this area.