Posts tagged ‘social media’
Top metrics for social media
Like many, you may be confused as to what you should measure on the social media platforms you are using for your communications.
Well, Katie Delahaye Paine, aka The Measurement Queen, has offered her valuable advice on the top five social media metrics you should be measuring:
- Net increase in share of desirable conversation
- Top five performing pieces of content, measured by conversion
- Percentage increase in conversions
- Net growth in high quality engagement
- Cost-effectiveness comparison
I really like the focus on engagement; read more here (pdf) where Katie explains each metric for you.
How to use data to improve communications
For those interested in how data can be used to improve communications – and how can communications products can make data more accessible – here is an interesting presentation from Timo Lüge from Social Media for Good – examples are from the non-profit sector:
Measuring reach to engagement on social media
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>>
intelligent measurement 