Social Media Measurement is all about proving something works, and then using the results to improve future performance. The goal is to understand social media’s ROI – and demonstrate that social media is achieving its objective, whether it’s raising awareness through a campaign, driving website traffic, generating business leads, or increasing sales.
Each of the following measurement tools provide useful data that can be broken down into metrics.
TweetReach: How far is your message being carried on Twitter? This is a valuable tool for measuring Twitter campaigns and their impact. What’s great about TweetReach is that it monitors and measures Twitter behaviour, putting results into terms that most people can relate to, such as reach, exposure and volume. TwitterReach is valuable for setting a benchmark, by letting you see how a competitor’s campaign stacked up, and the results of past campaigns. Knowing what has or hasn’t worked is a practical starting point for developing an effective campaign. TwitterReach is also a valuable research tool for seeing how the public reacted to an event, a new business or product. You’ll know if your message is resonating. This monitoring tool also has historical analytics, allowing you to go back to fully understand how a Twitter conversation started. This is really helpful in making the right decisions to manage a situation going forward.
Google Analytics: Is a valuable tool for tracking the efficiency of online campaigns, measuring website traffic, and the effectiveness of a landing page in attracting visitors. Through Google Analytics you can find out the kind of visitors your website attracts, the time each spends viewing your site, and popular key words and links used by visitors while searching for specific products – all helpful in providing relevant and useful content to target a niche audience. This is a great tool for evaluating website traffic, and understanding a target audience so that a website can be revamped and adjusted to increase website traffic.
Social Mention: Is similar to Google Alerts, but allows you to monitor the entire web by focusing specifically on social media sites. By setting up alerts based on key words, content related to those keywords is displayed through the Mention application or sent to you via email or social media. This is a really practical tool for building relationships with key people, tracking mentions of your keywords on blogs, websites, social media sites and forums to manage an issue or proactively respond.
Viralheat: Is a paid monitoring tool that tracks social media conversations, mentions, blog posts and websites, across social media includingTwitter, Facebook, Google Buzz and YouTube to determine who the key influencers are, and what your neighbours, friends, competitors and other community members are saying about your campaign or brand. A clear advantage is Viralheat’s location aggregation tool, allowing you to enter a location and pull data from a specific neighbourhood or region – practical for area specific campaigns or marketing. This monitoring tool also analyzes sentiment, valuable in distinguishing your supporters from detractors to help tailor a message or manage an issue. Another advantage of Viralheat is that it’s real time monitoring – crucial when a timely response is essential during a crisis.