Thanks to Vocus and Marketing Sherpa for “What to Look for When Monitoring” in Vocus’ Social Media Assessment Workbook.
Here’s what to look for:
- Social voice or strength — determining the likelihood that your brand or search phrase is being discussed based on a comparison of how often mentions are made.
- Sentiment — determining the amount of positive, neutral and negative comments about your brand or search phrase and the ratio or positive to negative mentions.
- Passion — a measure of fewer individuals mentioning your brand or search phrase more often as opposed to more individuals mentioning your brand or search phrase fewer times.
- Unique authors — number of unique individuals mentioning your brand or search phrase.
- Social reach — a measure of unique authors divided by the total number of mentions.
- Top users — identification and ranking of authors most frequently mentioning your brand or search phrase.
- Top keywords — ranking the keywords used most frequently in searches linking to your brand or search phrase mentions.
- Content downloads — an indicator of subject matter interest, engagement and relevance.
- Content sharing — how often content is being shared is another key indicator of subject matter interest, engagement and relevance.
- Reviews and recommendations — the level of positive, negative and neutral reviews about your brand, products or services is a strong indicator of individual opinion as well as an identifier of potential brand ambassadors.
- Platform preferences — identifying which social media sites your prospects and customers prefer to use, and how they use them, will tell you which social media platforms to use.
- Audience segments — segmenting groups and individuals by social media behavior and influence will help you determine content type and topics most relevant to targeted segments.
What are some of the social media metrics you are using to determine the effectiveness and efficiency of your efforts?