What Are We Trying To Measure

Consumer Conversations: What metrics can be measured: Straightforward look at what can be measured in social media in terms of consumer conversations

3 broad categories of 'things to measure':

• Behaviour
• Feelings
• Financial impact

Behaviour

Behaviour is made up of:

Engaging
Contributing
Advocating

Engaging

• Friends
• Conversions by source
• Wider engagement metrics
• Visiting / 'reading'
• Downloading

Contributing

• Content creation
• Voting - is voting contributing or engaging?
• Reviews
• Tagging
• Conversational index - http://www.stoweboyd.com/message/2006/02/the_social_scal.html
• Participants in a story
• Volume - most basic measurement metric
• Topic

Advocating

• Brand advocates
• Recommendations
• Unit of Virality - is this the right section for this?

Feelings

• Net Promoter Score
• Conversations
• Sentiment
• Ratio of positivity
• WOM unit - Robin Grant to expand on
• Authority

Financial impact

Profit
Sales by source
Leads / enquiries by source

Previous notes - can these be folded in to the above?

• listening to conversation in the whole of social media, and measuring them in aggregate
• impact of social media (online word of mouth?) on a company
  • • • bottom line (sales, share price etc)
      • softer values (reputation etc…)
• impact of an individual social media marketing campaign
  • • • • ROI?
        • Comparison to other marketing spend
        • raw numbers
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