Tuesday, May 29, 2012

Social Media Metrics

A segment of a social network
A segment of a social network (Photo credit: Wikipedia)
Social networks and blogs continue to dominate Americans' time online (accounting for nearly a quarter of total time spent on the Internet) according to a recent Nielsen report on social media.

Google Analytics is a fantastic way to measure how much traffic is being referred to your website from the various social channels.

For each piece of content you create, monitor unique page views, time on page and total pages viewed.

If unique page views go up, that's an indication that your reach is growing, increased time on page shows that your content is interesting to the visitor and increased total page views means your visitor wants to learn more by clicking on other pages around your site.

This will give you a snapshot of your top pieces of content along with detailed metrics including page views, unique page views and time on page.

With social media, share of voice refers to the number of conversations about your company versus your competitors/market.

The formula for calculating SOV is simple: divide the number of conversations or mentions of your brand by total number of conversations or mentions about other brands in your market.

Using a social CRM tool is a great way to integrate customer data with social profiles and interactions while monitoring growth and engagement levels.

The social metrics used to determine success are the ones that make sense for your business and that you can tie back to your marketing bottom line.

No comments: