As potentially power full as social media can be, always remember it is about people and the majority of people like to be treated with respect. You should have clear social media marketing objectives and goals, otherwise how do you know it is working?

These numbers are important but the rate of change is the main indicator for most of these metrics. For example it’s fantastic if you get 1000 followers in a day but not so if you get them over the year. But again how important is a 1000 followers if they are not generating business. Is quality better than quantity?

Concentrate on the rate of change of your chosen key performance indicators. This can be also expressed as a frequency of events. For example you could measure how many comments you get on Facebook per day, week or month.

You can combine several KPIs into one that is more meaningful for you. Ratios, such as comments per blog post, retweets per followers, help you measure audience activity and engagement.

Distribution

How to Create Your Social Media Strategy? Get your strategy in place before you start. Here are easy to follow steps that help you give your social media strategy a solid foundation.

Social Media ROI Will Become Important. Until now people have experimented with low budgets and without very specific goals. The bigger budgets will bring an need to show return.

How To Measure Social Media ROI. The number one thing about ROI is that it is measured in dollars (or in euros or any other currency you might prefer).

Social Media ROI Backwards (for B2B) …If you have thousands of followers on social networking sites then the obvious question comes up. How do we get money out of it?

What social media channels are you using, how can people reach you, are you visible?

  • Followers
  • Fans
  • Number of mentions
  • Reach
  • Social bookmarks (SumbleUpon, Delicious)
  • Inbound links
  • Blog subscribers

Interaction

How likely are followers going to engage, spread your message and interact with eachother?

  • Retweets
  • Forward to a friend
  • Social media sharing
  • Comments
  • Like or rate something
  • Reviews
  • Contributors and active contributors
  • Pageviews
  • Unique visitors
  • Traffic from social networking sites
  • Time spent on site
  • Response time

Influence

How do attitudes change due to the social media activities? This is the branding value that should convert into sales.

  • Share of conversation vs competitors
  • Net Promoter
  • Satisfaction
  • Sentiment positive, neutral or negative
  • Number of brand evangelists

Action and ROI

How many sales and other real world result do you get from social media?

  • Conversions (email subscriptions, downloads, install widget or tool, etc)
  • Sales revenue
  • Registered users
  • Issues resolved and resolution rate
  • Number of leads (per day, week, month)
  • Cost of lead
  • Lead conversion rate
  • Cost of sale
  • Revenue (per follower, lead, customer)
  • Lifetime value of customers
  • Support cost (per customer in social channels)
  • Share of repeat customers (from social media vs other channels)
  • Transaction value per customer
  • Money in the bank, net profit, etc
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