Social Media Measurement & Analysis

Monday March 1, 2010

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By now, you’re probably neck deep in your social media initiatives. You’ve set some great goals for your programs and you’re ready to get started taking a look at how they’re impacting your overall business plan. Do we see any increase in leads because of our social media presence? Have we improved brand awareness and loyalty? Have our customer support costs been affected by our social media efforts?

If you’re asking yourself these questions, it’s great you stopped by, because we’re talking social media measurement, metrics, and analysis all throughout March. We’ve started by putting together a downloadable ebook – adapted from our Director of Community Amber Naslund’s blog series – to help you dive into the practice of social media measurement.

In this ebook, you’ll find step-by-step processes and explanations for establishing metrics that help you track the attention and reach of your social media programs; the lead generation, sales, and conversions that might be happening because of your social media efforts; and the cost savings you might be seeing because you’ve integrated social media into your business processes.

We gave you some great starting points for measuring the impact and engagement of your community, too, in our February ebook , and we’ll be tackling this topic in more detail on our blog this month.

The most important thing to remember about measurement – and what we emphasize wholeheartedly here at Radian6 – is that you have to have set goals and measurable objectives in place to make sense of the data you’re tracking. Without goals and objectives, without context, your data lives by itself and relates to nothing you’re doing.

It’s also important to track only the metrics that align with your goals. Harnessing all the information out there would be time consuming and confusing, and it would make nearly impossible to tie back that data to your goals and plans.

Our goal this month is to get you more comfortable with the concepts and processes behind social media measurement. There is no one way to measure, but we plan on addressing your questions and concerns to get you thinking about how you can identify and define the best metrics for your specific social media efforts and get started measuring.

Have any specific questions you want us to answer? Give us a shout and let us know what’s on your mind. And stop by when you can to see if we’ve addressed your concerns. We’re here to help.

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