The folks over at Econsultancy have released the Internet Marketing Strategy Briefing, a free report covering online trends in digital marketing. Yesterday they posted an excerpt about measuring social media. While much has been written about this topic what I liked about the Econsultancy piece is that it’s balanced, doesn’t place undue emphasis on any one “metric” and seems to provide a richer understanding of how a variety of data sources should be considered in measuring the value of social media practices.
The report outlines 11 different ways that organizations should consider measuring the impact of their social media efforts:
Social benchmarks
Action and interaction
Traffic
Sales
Leads
Search marketing
Brand metrics
PR
Customer engagement
Retention
Profits
While the ability to measure on any of these and which are most important will vary based on the tactics being measured, it’s a good consideration set for any company thinking about dipping their toe into social waters.
