Measuring reach to engagement on social media

December 13, 2012 at 6:43 am 2 comments

The #SMMStandards Initiative is a cross-industry effort to simplify and unify the measurement of social media that I’ve written about before.

Digging deeper into their proposed standards, I found interesting their preliminary guidance on how to “standardise” the following terms, as I summarise here:

Reach & impressions:  how to compare visits/viewers/circulation?
They caution against using any type of “multipliers” given that it is probably overestimated the number of people actually “viewing” content, e.g. an estimated 10% of your “friends” see your average Facebook post.

Opinion/advocacy:  this needs to be broken down into types: e.g. “opinions” (it’s good), “recommendations” (try it), “feeling” (makes me feel good) intended action (going to do it).

Influence: it is multi level and multi-dimensional – difficult to rely on an automated measure alone.

Engagement: occurs after reach, consider it at different levels:
Low: Facebook “like”, Twitter “follows”
Medium: Blog/video comments, Twitter “retweets”
High: Facebook “shares”, original content/video posts created by users.

The #SMMStandards Initiative have also proposed a Sources and Methods Transparency Table for use when analysing/collecting social media data which is now open for comments.

Read more about #SMMStandards Initiative here>>

Entry filed under: Social media monitoring. Tags: , , .

Evaluation the lowest priority for US non-profits Best Social Media Metrics?

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