On Social Media Metrics

Kristi had a good question on my recent Quote of the Month post about metrics:

"I get that, about page views, I really do. But when you need a starting point, something to show people who don't get soft stuff like engagement, something to show people who want hard data, exactly where do you start? It seems like a reasonable first step until you can bring some other info to the table (like evidence of recruitment/retention or contributions from members)."

Good point! As it happens, I've just heard of this Social Media Ad Metrics Definitions document written by the Interactive Advertising Bureau. According to them,

"Social media speaks to a new way of understanding how individual users are interacting with branded content via online publishers, social networks, blogs, and applications. Before the proliferation of social media, the primary way for users to receive advertiser information was one-way. Social Media has changed the paradigm of how people consume online media.

The most profound difference is that Social Media has added a participatory element where an individual not only receives information but has the ability to take part in the creation and distribution of content. Furthermore, social media tools have enabled a dialogue and discovery around this content. It is the combination of these unique and appealing aspects that defines the true value of social media.

Value is derived not only from the primary distribution of branded content but also the additional interactions that result as users share, participate with, and propagate advertising content. In the end, social media adds another layer of value through its ability to engage users and create additional reach."

They then break down the "social media landscape" into three areas, "Social Media Sites" [social networks], "Blogs" [which I agree are an entity all their own], and " Widgets & Social Media Applications" which are things which enable content to live in more than one place.

The document defines each and lists metrics appropriate to look at for each, such as unique visitors, return visits, interaction rate (with an ad or application), embeds, comments, poll votes, number of members/fans, inlinks, influence, etc. I won't list them all of course, you should definitely go and have a look. I honestly don't know how comprehensive the list is, but it seems pretty good. The document is written for a marketer's point of view, but if you think about it, what an organization might need to know to benchmark and measure its own progress within these social spaces is pretty much the same as what a marketing team would want to know in order to better reach target audiences and track ROI.

Have a look-see; I'd love to know if you think this is useful from an association perspective, because, as Kristi says, those all important "softer" metrics like retention and recruitment numbers won't come in until you've put some time in to your social media efforts.


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