Thanks to the variety of social media marketing tools available today, there is a nearly endless stream of data available to marketers. That could make it tough to determine what metrics actually matter for your campaign or brand and why.
Here are nine key performance indicators and explanations for why they might matter to your brand.
1. Share of Voice: The number of mentions of your brand versus competing brands on the social web.
Why You Should Care: Your Share of Voice can be a good indicator of the consumer awareness of your brand as compared to your competitive set. It essentially shows how much of the social conversation your brand has earned or is currently earning.
2. Brand Volume: The total number of brand mentions over a given period of time.
Why You Should Care: If this number isn’t growing, your campaign probably isn’t working. Tracking brand volume week-over-week and month-over-month can be a good way to measure the overall health of your social presence.
3. Engagement: The overall number of times a user talks to your brand on social sites.
Why You Should Care: You can push out all the content in the world, but if no one cares to reply or discuss then what’s the point? Social media is a conversation, after all. The more highly engaged your followers and fans are, the more likely they are to be brand-loyalists, or become influencers and evangelize your products or services on their own personal networks.
4. Interaction Per Post: The number of replies or comments you receive on a given post, tweet, or update.
Why You Should Care: Similar to the engagement metric, the more times a user makes the effort to comment or reply, the more likely it is that they will grow to care about your brand and what you have to say.
5. Sentiment Analysis: The process of determining how the people who talk about your brand on social media actually feel about your brand, products, or company.
For the next 4 steps visit: http://mashable.com/2012/06/11/social-media-brand-data/
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