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Social Media Measurement - 6 key metrics

1. Gross Views

Gross views is the aggregate of views across your various social media channels. It represents the number of times users were exposed to your brand through your social media channels. The calculation will vary depending on the channels that you use, but some of the metrics that go into this calculation include:

  • Facebook page views

  • Blog page views

  • YouTube channel views

  • YouTube video views

  • Flickr photo views

2. Connections

This is a calculation of any user who has explicitly expressed an interest in your brand or company. By expressing their interest, the user has taken the next step beyond just being exposed to your brand or company to now having a relationship where a conversation can take place. Some of the metrics that will fall under the connection calculation include:

  • Blog subscribers

  • Facebook fans/likes

  • Twitter followers

  • YouTube friends and subscribers

  • LinkedIn group members

3. Audience Engagements

Audience engagement is a measure of how actively your audience is engaging with or talking about your brand or company. A few of the key metrics that go into the calculation include:

  • Blog comments

  • Twitter retweets and @ tweets

  • Facebook interactions

  • YouTube interactions

  • Social media brand mentions

4. Social Media Referrals

Likely one of your ultimate goals of a social media campaign is to drive visitors to a site where a conversion can take place. Measuring social media referrals to your site is thus a critical component of a social media measurement dashboard.

In order to properly measure social media referrals, there will need to be some set up and configuration with your web analytics tool. Once this has been completed, you'll be able to measure social media referrals that can be tied directly to your efforts as well as social media referrals that aren't directly attributed to your efforts. Over at iClick Media Singapore, we recommend the use of Google Analytics tool to measure your website's effectiveness.

5. Social Media Conversions

You'll likely be judged based on the business value that you deliver through your social media efforts, so just showing metrics (e.g., connections and audience engagement) won't impress your clients. You need to show how these types of metrics translate into conversions that provide value to your company. Even better, co-relate those statistics and translate that into actual dollars and cents. A CEO of a company will look at the bottom line more than any other numbers.

If you've properly set up and configured your web analytics tool to measure social media referrals and you've defined your site goals, then you're ready to measure conversions. You should measure conversions from each social media channel and then roll it up into total conversions that can be attributed to social media.

6. My Engagements

This is a measure of your activity within the social media space and is increasingly a type of metric that social media monitoring tools are including. Looking at how this metric correlates with the other metrics included in your dashboard can begin to show the impact that your social media efforts are having.