Thursday, June 24, 2010

Measuring Engagement

Here's the final parts of an excellent post from The Social Media Examiner, this time about measuring engagement.


How many people actually did something with your message?

This is one of the most important measurements because it shows how many people actually cared enough about what you had to say to result in some kind of action.

Fortunately engagement is fairly easy to measure with simple tools such as Radian 6, Biz360 and TweetEffect. These metrics highlight who you want to target to retain on social media channels.

For a starting list of key performance indicators for engagement, this post by Chris Lake is a great start.

  • Twitter: Quantify the number of times your links were clicked, your message was retweeted, and your hashtag was used and then look at how many people were responsible for the activity. You can also track @replies and direct messages if you can link them to campaign activity.
  • Facebook: Determine the number of times your links were clicked and your messages were liked or commented on. Then break this down by how many people created this activity. You can also track wall posts and private messages if you can link them to activity that is directly tied to a specific social media campaign.
  • YouTube: Assess the number of comments on your video, the number of times it was rated, the number of times it was shared and the number of new subscribers.
  • Blog: Evaluate the number of comments, the number of subscribers generated and finally the number of times the posts were shared and “where” they were shared (i.e., Facebook, Twitter, email, etc.). Measure how many third-party blogs you commented on and the resulting referral traffic to your site.
  • Email: Calculate how many people opened, clicked and shared your email. Include where the items were shared, similar to the point above. Also, keep track of the number of new subscriptions generated.

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