What are we really looking for in social media metrics? In reality, most public relations, marketing, and communication professionals are using social media metrics to validate their social media choices. These professionals are looking to see if their social media strategy is building affinity and fostering a transparent relationship with their target market.
I propose the following levels as way to develop social media metrics because it tracks relationship development.
Level 1: The target market is Curious about the organization’s mission and values
Level 2: The viewer begins to Connect personally with the organization
Level 3: The site user establishes Rituals when using the organization’s site
Level 1: Curiosity, people are becoming aware and are interested in your Internet presence. This can be seen in the following metrics:
• Page views
• Unique visitors http://en.wikipedia.org/wiki/Unique_visitor
• Trackbacks
• Number of repeat visits
Level 2: Connecting, people are considering and beginning to share your offerings, the following metric highlight their level of involvement.
• Increase in time spent on site
• Number of completed profiles
• Increase in site visits
• Tags/ratings/rankings
• Connection between members
• Number of groups, networks, or forums linking to your site because of a suggestion by a user
Level 3: Rituals, people value your influence in their lives and are willing to be transparent in your social media outlets. You can become aware of this level by the following Internet behaviors:
• Increase in frequency of visits
• People begin to post on your site
Collect the following information from the postings:
Frequency of Posts
Posting content
Word count
Number of brand descriptors used in posts
Number of contributors or comments to one posting
Tone of Posting and Comments: positive reflections,offering ideas, expressing concern, or dissatisfaction (is an opportunity to join the conversation and start a dialogue.)
• Partaking in organization sponsored events both online and offline
• Developing consumer generated content regarding your organization
• The number of individuals that are willing to refer you using social media sharing devices
• Speak about you in external forums and networks
The idea of this framework is to make sure that organization’s social media strategy urges the user at each level to move to the next level of the relationship. Professionals can use social media metrics to see where their strategy is weak if they plug their numbers into this framework. As a result, the professionals can hone their strategy and gain more followers at each level.
I propose the following levels as way to develop social media metrics because it tracks relationship development.
Level 1: The target market is Curious about the organization’s mission and values
Level 2: The viewer begins to Connect personally with the organization
Level 3: The site user establishes Rituals when using the organization’s site
Level 1: Curiosity, people are becoming aware and are interested in your Internet presence. This can be seen in the following metrics:
• Page views
• Unique visitors http://en.wikipedia.org/wiki/Unique_visitor
• Trackbacks
• Number of repeat visits
Level 2: Connecting, people are considering and beginning to share your offerings, the following metric highlight their level of involvement.
• Increase in time spent on site
• Number of completed profiles
• Increase in site visits
• Tags/ratings/rankings
• Connection between members
• Number of groups, networks, or forums linking to your site because of a suggestion by a user
Level 3: Rituals, people value your influence in their lives and are willing to be transparent in your social media outlets. You can become aware of this level by the following Internet behaviors:
• Increase in frequency of visits
• People begin to post on your site
Collect the following information from the postings:
Frequency of Posts
Posting content
Word count
Number of brand descriptors used in posts
Number of contributors or comments to one posting
Tone of Posting and Comments: positive reflections,offering ideas, expressing concern, or dissatisfaction (is an opportunity to join the conversation and start a dialogue.)
• Partaking in organization sponsored events both online and offline
• Developing consumer generated content regarding your organization
• The number of individuals that are willing to refer you using social media sharing devices
• Speak about you in external forums and networks
The idea of this framework is to make sure that organization’s social media strategy urges the user at each level to move to the next level of the relationship. Professionals can use social media metrics to see where their strategy is weak if they plug their numbers into this framework. As a result, the professionals can hone their strategy and gain more followers at each level.
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