On November 17, the Rochester Chapter of the American Marketing Association hosted a breakfast with David Berkowitz, Director of Emerging Media and Client Strategy at 360i, a digital marketing agency, as the keynote speaker. David shared his insights on ways to measure social media and the “Key Conversation Indicators” that his agency uses with their clients.
During his presentation, David touched on some of the ways large companies are measuring social media that are also mentioned in his blog post from yesterday titled "100 ways to measure social media."
Some of the metrics that David mentions are what I am using to measure social media for my clients and find quite effective depending on the size and scope of the PR campaign. They include:
- Mainstream media mentions & connections
- Growth rate of fans, followers, and friends
- Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)
- Influence on consumers reached
- Demographics of audience reached through social media
- Impact on other offline behavior (e.g., TV tune-in)
- Downloads & Upload
- Comments, TrackBacks, & Retweets
- Change in search engine rankings for the site linked to through social media
- Links ranked by influence of publishers
- Leads generated
How are you measuring social media?