When you have gone to the effort of listening to what the industry demands of you on social media, the rigours of training and the scary step of engaging it is counter-productive to then not be able to determine if what you’re doing is actually working! Having clearly defined metrics will afford you the knowledge of whether you are infiltrating the markets you had hoped for, engaging with the type of people you had set out to and whether you are actually on target with what you had forecasted.
The most simple metrics are those of the amount of followers you have on Twitter, the ‘Likes’ you receive on Facebook, the connections you make on LinkedIn, the views you have on YouTube and the amount of subscribers/comments you have on your blog. These are absolutely things that should be measured, but it’s much more relevant to choose metrics of engagement. How many brand mentions have you received over the past 7 days and what percentage of these were from external mentions? How many conversations have you had on Twitter that have led to the exchange of contact information? Measuring engagement is a truer reflection of both the approach you will have taken to Social Media in these 6 stage process but also the general ethos of Social Media itself.
Listen, strategise, train, engage, monitor and measure – the 6 stage approach to social media that will ensure you stay at the forefront of your industry online.