Here’s a summary about what we’ve already discussed:

And now we’re into week 3: Measurement and Metrics.

Measuring metrics should be self-explanatory. But according to 2009 Mzinga & Babson Executive Education study, over 80% of professionals do not measure ROI for their company’s social media programs.

How do you know your Social Media efforts are effective if you’re not measuring results?

Your metrics should be in-line with your strategy. What is it that you want to acheive?

Are you:

  • Building awareneness?
  • Building sales?
  • Improving customer service?
  • Extending brand presence?

Here are some top Social Media metrics you may want to measure:

  • Increased number of followers
  • Level of engagement (likes, comments)
  • Conversion to leads or sales
  • Pass along (are they sending to friends/colleagues?)
  • Customer sentiment

Simply keeping track using an Excel spreadsheet can be very useful to see what is working (and what isn’t).

There are a few tools that can assist you with tracking measurement and metrics.  A fairly comprehensive list can be found at: http://wiki.kenburbary.com/social-meda-monitoring-wiki

What’s important to remember is that there are a lot of factors and variables that aren’t measured using tools and metrics. There are a lot of “lurkers” who aren’t clicking “LIKE’ or responding, yet your message is reaching them.

Social Media growth is organic and must be cultivated just like a garden. If you don’t take care of it, it won’t grow.

About Leslie Hughes

Leslie Hughes is a LinkedIn Optimization Specialist, Professor of Social Media, Corporate Trainer, Principal of PUNCH!media and author of “CREATE. CONNECT. CONVERT” Leslie was called a "Social Media Guru" by CBC Radio and was featured on CTV’s “The Social” discussing how to manage your digital identity. Leslie has been working in digital marketing since 1997 and founded PUNCH!media in 2009. PUNCH!media clients include Investment Planning Counsel, Guardian Life Insurance Company of America and TVO. PUNCH!media's goal is to empower through education and help executives gain confidence in their online presence so you convert higher-paying clients. www.punchmedia.ca