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25 social interaction metrics or how to measure your social media marketing campaign

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by Claudia “Havi” Goffan

How do we measure the effectiveness of your brand's social media marketing campaigns?

How do we measure the effectiveness of your brand’s social media marketing campaigns?

Social media has evolved into an every day way of interaction and communication for a large part of the population. And this evolution started in the last century when social media commenced amidst the original chats in chatrooms and blogs. The first blog was created in the late 1980’s: http://www.netfunny.com/rhf/ and it is still alive and well today. Online dating sites, also a part of social media, started with online chats and became famous in 1988 with the movie “You’ve Got Mail”. In 2008, one out of nine couples that got married that year, actually met online. It is expected that the U.S. online dating market will reach $932 million in 2011.

Companies are starting 2010 with sparkling new social media campaigns and everybody knows it’s about the engagement, right? So, how do we measure the effectiveness of your brand’s social media marketing campaigns?

The ultimate approach to social media marketing campaign measurement will look at the things that really matter: sales, profits, customer satisfaction and loyalty. But that may take some time and you need to know how to gage the effectiveness of your social media marketing campaign to see if you are headed in the right direction in order to meet those objectives. Therefore, I wanted to share with you 25 social interaction metrics of key performance indicators to use with your social media marketing campaign. This is not an exhaustive list neither it is listed by order of importance and each social media marketer needs to identify the ones that are most suited for them.

I hope you find them useful and that you feel free to share additional ones with us and with our readers.

  1. CTR
  2. Re-Tweets/Mash-ups/Re-posting
  3. Bookmarks
  4. Comments
  5. Downloads
  6. Email / newsletter subscriptions
  7. Number of Fans/Followers
  8. Feedback
  9. Forward to a friend/Invite / Refer
  10. Amount of Group activity/interaction
  11. Number of downloads or widget installations
  12. Key page post-activity
  13. Ratings
  14. Onsite Messaging
  15. Posts
  16. Number of Registered users (new / total / active / dormant / churn)
  17. Report spam / abuse
  18. Reviews/ Testimonials
  19. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)
  20. Tagging (user-generated metadata)
  21. Time spent on key pages
  22. Time spent on site (by source / by entry page)
  23. Total contributors (and % active contributors)
  24. Uploads (add an item, e.g. articles, links, images, videos)
  25. Views (videos, ads, rich images)