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Top 10 Ways to Measure a Social Media Campaign

Not long ago, eConsultancy developed a list of the top 10 things to measure in a social media campaign. It’s a brilliant list and we’d encourage those of you reading this to click through to the entire post on the eConsultancy site.ShoppingCartMouse

If you’re in a hurry and want the 60-second version, here’s a shortened list of the top 10 ways to measure a social media campaign:

  1. Traffic in the form of unique visitors and repeat visitors
  2. Interaction in the form of comments, ReTweets and participation
  3. Sales generated from a landing page linked to your campaign
  4. Leads generated from a form on your website
  5. Search marketing as measured by social bookmarking sites such as Digg and Delicious
  6. Brand metrics as measured by social media affinity tools
  7. Public relations tied directly to your social media efforts
  8. Customer engagement in the form of online and offline involvement with your brand
  9. Customer retention as measure by your churn rate
  10. Profits as measured by your P&L

The bottom line: Social media is measurable and has proven to be a valuable tool for marketers around the globe. If you’re a marketer and you’re interested in proving the value of your next social media campaign, then the tools outlined above are for you.

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Time Wednesday, September 9th, 2009, 3:33 am   |   CategorySocial Media  |  RssRSS feed |  CommentRespond  |  TrackbackTrackback

  • http://www.TheInternetEducator.com Ross Lasley

    I clicked on this with great interest as social measurement is a murky area right now.

    I think this does a great job of covering the basics but it also makes one of the most common mistakes I’ve seen in advice of this type – it refers to completely unrelated metrics (like the company P&L) as a way to measure social media. That really takes away from the other things on the list that are actual measurements of social.

    Social is definitely measurable – in a very crude way compared to sites (and their more established components) themselves. As web professional I think it is very important that we be cautious as social has a very high propensity (because it is exciting) to cause folks to disregard what we have learned about web measurement in the last decade, that’s a bad thing. The overall engagement that is possible this way is an incredible trend and it will be interesting to see where it goes over time – just like every other web trend in the last 15 years the destination can not be predicted.

    Thanks again for this great list.

    All the best,

    Ross Lasley
    The Internet Educator
    ross@theinterneteducator.com
    (207)-684-4000

  • http://www,econnectionpr.com Elizabeth Fairleigh

    With today’s smaller marketing budgets, RIO is the #1 question on my client’s mind. Thanks for these quantifiable measurements!

  • http://www.60SecondMarketer.com Jamie Turner

    Hi, Ross and Elizabeth. Thanks for your comments.

    Ross, you make a particularly good point — that is that some of these measurement tools are distantly related to social media metrics. In other words, a successful social media campaign is most easily measured by tracking the clicks to a dedicated landing page. Ultimately, it’ll get to the P&L, but if you want a quick read, you should be measuring more “front line” metrics.

    One other point Ross makes that I agree with — social media continues to evolve and it’ll continue to change at a somewhat rapid pace.

    Thanks again to you both for your comments. If you’re ever interested in writing an article for the site, please do so. We’re a community here and we love sharing ideas and expertise.

    Best,
    Jamie Turner

  • http://biznik.com/members/stan-antonuk System22

    I really enjoy the interactive aspect of social media.