The four dimensions of social media metrics
There are as many ways to measure social media as there are social media “experts”. The metrics are different on each channel – a Like is not the same as a Retweet. And each measurement tool takes its own approach. It’s a confusing, fragmented space to understand even if you spend 8 hours a day analyzing social media.
I look at social media metrics in four dimensions. Each dimension is as applicable to Facebook as it is to Twitter, Digg, Foursquare, and every other social media channel out there.
In this series of posts, I’ll explore each of the metrics within these dimensions, dissect how they’re measured, and share my research on the tools that claim to measure them.
Impression Metrics
It’s not about page views anymore. The “social” aspect of social media is where impressions get their value. There’s a big difference between a post from a faceless corporation and a tidbit shared by someone in your network. And as each item is shared, its value and impact increases exponentially.
- Views
- Shares
- Virality
Audience Metrics
These metrics fit the same exponential scale as impression metrics, but are focused on potential impact. To get a great picture of your social media efficacy, measure these over time in conjunction with impression metrics.
- Audience size
- Network influence
- Network effect (influence times size)
Engagement Metrics
You’ve gotten your message out to millions of friends, followers, and their extended networks. But that’s a one-way conversation. Engagement is the beginning of the full circle of social media, when your audience starts coming to you to learn, enjoy, and get ready to buy. Unfortunately for the numbers crowd, engagement is the buckshot of social media. Each network provides a different way to engage, and different audiences engage differently even within the same network.
- Click-through
- Likes / Recommendations
- Comments
- Ratings
- Attention
- and more
Value Metrics
This is where social media really starts to hit the bottom line. The value of social media can be measured much like the web analytics that you’re used to, but you’ll miss a huge part of the picture.
- Leads
- Conversions
- Conversion Value
- Customer Satisfaction
- Brand Awareness
