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

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
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