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Why Measurement Makes the Case
Social media is changing the way business is done, but just like traditional media, it requires smart and
relevant measurement. Based on your goals for social media, you ultimately want to understand how
the social web - and your participation in it - is affecting your business.
Yesterday’s Metrics, Revisited
Some measurements are classic, but their implication is broader thanks to the social web. Campaigns
and news spread faster and farther than they did before, and it’s important that you can track the
lifecycle of buzz.
Context and discussion around your brand mentions can inform your SEO efforts by reflecting the
language your community uses. And reach now is defined by more than just newspaper subscriptions
– it’s Twitter followers, influencers, commenters on blogs, or the different types of media that carry
conversations about your brand.
You don’t need to completely get rid of your notions of traditional metrics for reach, eyeballs, or
CPMs; they have value. But in social media, the important follow up question is “Once we’ve captured
people’s attention, how will we earn it for the long term?” Quantity is okay, but it cannot be sustained
without a quality experience that follows. And conversely, quality of experience in social media settings
doesn’t always mean that it reaches the masses.
Other traditional metrics that can have value when coupled with a social mindset and goals:
Inbound links
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Customer retention
•
Transaction value
•
New Leads/Cost Per Lead
•
Conversions
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Referrals
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Media Placements
•
Issue Resolution Rate
•
The Next Metrics
Some metrics are evolutions. Share of voice was relevant when eyes and ears were all that mattered.
Now, what you want is the right eyes and ears, and dialogue and discussion about your brand or your
client’s business.
Today, Share of Conversation is a clearer, more valuable way to view your brand’s position among the
conversations you want to be associated with. Under